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Nigeria’s retail fashion sector has lapped up the e-commerce revolution with great enthusiasm. Apparel vending businesses are establishing online storefronts, to complement their brick-and-mortar boutiques. A growing number of ventures in this space are choosing to operate almost solely on social media and own websites. As a result, it’s much easier than it’s ever been to be a fashion entrepreneur.

Fehin Mall has seized upon this trend and rode up it to ever-growing prominence. It’s a fashion e-commerce enterprise which sells the full range of wearables for mature customers. It presents itself as a business which takes big brand fashion off high-end shelves and puts it within the reach of working middle-class people.

Fehintoluwa Okegbenle certainly likes her fashion, especially when it’s put to use for the right occasions. As founder and CEO of Fehin Mall, she’s building a nice web-based stopover for shoppers with a taste for all things sleek, classy and nicely finished. She’s bringing some energy and verve to what is her latest enterprise. Fehintoluwa, who describes herself as “a serial entrepreneur with a passion for creating,” is leveraging years of experience in events and creative designs in her push to sculpt a proper Nigerian online retail store.

Her efforts were duly recognized quite recently. In July 2018, Fehin Mall was named one of ConnectNigeria’s Top 100 SMEs. It had beaten thousands of other businesses to the list, thanks to the support of its many customers. Its presence on the list is as much an anticipation of its stronger future as it is a commendation for its present success.

At the mall, you’ll find a constantly restocked variety of wears from top global labels, from Tommy Hilfiger shirts to belts from D & G. Fancy sunglasses, wristwatches to complement a formal attire, flowing dresses for occasions, and shoes for a dapper look. If you’re a fan of fine style and premium brands, you’ll find something to like at Fehin Mall.

A good deal of Nigeria’s formal e-commerce space is occupied by businesses targeting relatively well-off buyers. While Fehin Mall doesn’t offer exceptionally low priced clothing, its operator does make the point that the material on sale there are actually affordable with respect to the brands represented on its display windows. In other words, they’re usually expensive stuff, but they’re being sold at prices that should make them less difficult to purchase.

Products on sale at Fehin Mall include men’s shirts, chinos, joggers, belts and shoes; women’s tops, jeans, skirts and dresses; wristwatches, sunglasses and other fashion accessories. Most of these are ‘high street’ wears. There’s a broad range of prices for many of the product categories, which allows for patronage from persons representing a wider income spectrum than you’ll find in many other big brand retail outlets.

Fehin Mall delivers its customers’ purchases to their destination within about two working days from the time they were ordered. They assure that their products are typically in good condition and conform with their customers’ expectations. There’s also room for the exchange and return of items bought; the latter can be done within seven days of purchasing the item in question.

Fehin Mall does face stiff competition from the myriad other fashion stores operating across Nigeria. But it powers on, bolstered by the promise of even more growth and a future driven by digital communication.

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This article was first published on 22nd November 2018


Ikenna Nwachukwu holds a bachelor's degree in Economics from the University of Nigeria, Nsukka. He loves to look at the world through multiple lenses- economic, political, religious and philosophical- and to write about what he observes in a witty, yet reflective style.

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