RandR has tackled these hurdles through a hybrid retail model. Ghana, the brand’s home, is currently its strongest market, but the US is making “steady gains” since the brand launched there in October 2024. “Ninety per cent of our business now comes from direct-to-consumer sales,” Obaze says. “During the pandemic, we prioritised strengthening our D2C channels, and outside our own three bricks-and-mortar stores, we now partner with 3PL providers in the US and UK while managing fulfilment directly in Ghana and Nigeria. This shift has allowed us to engage more closely with customers and build stronger brand loyalty.”
RandR recently launched on Amazon US and joined the Bloomingdale’s incubator programme in collaboration with Atlanta Fashion Week. “Retail remains important,” says Obaze, “but our immediate focus is on deepening our D2C growth and brand community.”
“Outside of new-market entry into the US, our main focus has been scaling production,” she adds. “We currently have two factories in Ghana and manage our entire supply chain — from the tree to the shelf — which is quite rare in any part of the world. We do everything in-house, creating jobs, building skills, and keeping value on the continent. This also allows us to ensure our products are of the highest quality.”
S’Able Labs is stocked in multibrand retailers, including Space NK in the UK and Sephora in the US, which has been a key part of bringing the brand to bigger audiences. “We’ve had a lot of support from retailers,” says Dhowre Elba.
For brands like Liha Beauty, too, partnerships based on alignment are key. The brand is sold via Sephora, Liberty and Cult Beauty, as well as other more boutique multi-brand stockists. “We’ve been fortunate to work with partners who understand the importance of storytelling,” says Brock, “who are able to translate the product without diluting our heritage”.
