When global brands, especially luxury brands, decide to spread their tentacles to Africa, targeting its most populous nation, Nigeria, there is a great deal of planning that goes into establishing a notable presence in the emerging market.
Montblanc’s decision to set up its first standalone boutique in Nigeria is not an exception, as the brand took no chances in ensuring it expands its West African footprint successfully.
In an interview with Nairametrics, the Regional Managing Director of Montblanc Africa, Alain Dos Santos, disclosed that the brand targeted Lagos, Nigeria as it was the right time to put Lagos on the global map of locations to purchase luxury items such as wristwatches, writing instruments, and leather goods.
According to Dos Santos, it is important for Montblanc to maintain the same standards customers are used to in America, Germany, Dubai and so on, as they have to build trust in the products they bring with them.
He said, “Montblanc has always taken steps to ensure that its brand integrity and standards are maintained in any new market it enters and the African market is no different.
“We are delighted to be opening our first standalone boutique in Nigeria, and to be doing so with our longstanding partner, Polo Luxury, in this key African city.”
John Obayuwana, Chief Executive Officer of Polo Luxury added, “We have been pioneers in luxury on the continent, having introduced Montblanc here almost 30 years ago, and we have full confidence in the brand’s long-term future here.”
Comparing the Brazilian and African markets, Dos Santos, who used to be Managing Director, Montblanc Brazil, explained that there are probably more similarities than differences, as both markets are young and growing, and the luxury sector has largely been accessed in the past through travel to European, American and Middle Eastern cities.
“Our challenge is to ensure that we offer our customers the same shopping experience at the same price locally, with the added convenience of being located in their home market. The good news is that this is already a reality in South Africa, Morocco, Nigeria and soon in Ivory Coast,” Dos Santos shared.
Obayuwana explained that the relationship of his company with Montblanc has lasted for several decades and that it has been fostered by mutual respect.
He said, “Polo Luxury and Montblanc share common values, a way that celebrates high craftsmanship and providing consumers with amazing products. Our consumers are discerning, people that have a strong image of themselves and want to complement that image, to reflect who they are and their essential character.
Jennifer Obayuwana, Executive Director, Polo Luxury, said, “Polo has enjoyed a long partnership with Montblanc for the past three decades, and we are proud to celebrate what is a significant milestone with the opening of this boutique.”
She added, “Together with our knowledgeable, passionate and personable team, we can be sure of delivering the best possible experience for our customers, and look forward to welcoming them to their new Montblanc home.”
