Detail Africa is the newest addition to the Bellafricana Verified Family, and I am very excited to be introducing this amazing brand to you. Keep reading to meet the Founder, Seromume Ikogho, as he speaks with Jessica of Bellafricana.
- Please introduce yourself and your background.
My mane is Seromume Ikogho. I studied accounting at Covenant University. I am a chartered accountant and business consultant, with over three years’ business consulting experience serving small and medium businesses as well as multinationals.
- Tell us about your work. How did Detail Africa start?
I observed the unpopularity of men carrying proper leather work bags when I got a personal work bag from Dubai about three years ago. It made me think that there was a gap in the market for the product, so I went around to the market and noticed that quality men’s leather bags were either great quality but too expensive or low quality and affordable.
I wanted to bridge this gap and put Africa on the global scale in terms of fashion, especially regarding men’s leather bags and other leather accessories. Since commencement of production in 2017, we have increased our product lines from work and travel bags to include wallets, pouches, portfolios and other leather accessories.
- How did you come about the name and what does it mean?
I have always been very particular about attention to detail. It’s a guiding principle I follow in all my work. I wanted to build a brand that would be an extension of my personality, hence I came up with the name ‘Detail’.
Furthermore, I have always seen Africa as my primary market and not Nigeria. So, I decided to include that in the brand name to remind us of our ideals, embrace diversity and inclusion, and drive us to conquer the continent.
- What is your niche and how did you know it was a market to get into?
Our niche is men’s leather bags. As mentioned earlier, I observed the unpopularity of men carrying proper leather work bags when I got a personal work bag from Dubai about three years ago. It made me think that there was a gap in the market for the product, so I went around to the market and noticed that quality men’s leather bags were either great quality but too expensive or low quality and affordable. I wanted to bridge this gap and put Africa on the global scale in terms of fashion, especially regarding men’s leather bags and other leather accessories.
- Where do you get the inspiration for your products?
I constantly try to understand the lifestyle of our target market. I take time to talk to people in order to know what they need in a bag and what inspires them. I’m also a big fan of western brands such as Carl Friedrik and Frank Clegg.
- Can you remember one of the first products you made? What makes it memorable?
Yes, I remember the first product we made. It was the Naju briefcase. It is memorable because it was named after my dad. He constantly encourages and inspires me to do better and be better.
- What are some of the challenges you face in your business?
The journey has been exciting and depressing at the same time. Everyday has been a new opportunity to learn and improve. Entrepreneurship is difficult but entrepreneurship in Nigeria is even more difficult because of the infrastructural deficit. It is a herculean task trying to maintain great brand reputation when the surrounding environment is not an enabling one and many artisans are on survival mode. However, we have been able to learn on the job and come out on top.
- Do you have any regrets venturing into this line of business?
Not at all.
- What is your most popular product?
Our Detail Signature Bag.
- To what extent do you draw upon your Nigerian (African) heritage for your work?
We promote Africa through our ideals and branding and also have plans to release a new collection before summer 2020 where we will infuse a lot of African designs, prints and accessories.
- What are some of your short term and long term goals, both in your business and life in general?
Our medium term vision is to establish presence in at least four countries in Africa, as well as three countries outside Africa, and also, invest in backward integration/leather tanning by 2025. Our long term vision is to significantly change the narrative surrounding the Nigeria leather industry and its value chain on a continental and global level.
- What would people be surprised to learn about you?
I used to rap in university lol
- What profession would you be in if you weren’t in this Industry?
- If you could give one piece of advice to anyone who wants to start their own business in your industry, what would it be?
Don’t start ‘small’, start ‘lean’
The Tourman Travel bag: Simple yet stylish, the tourman is designed for a casual getaway or a business trip. Featuring a detachable strap, single main compartment and extra frontal compartment for smaller items.
The backpack: Designed for the contemporary professional, the backpack perfectly fits a laptop up to 14inches, especially for the individuals that don’t like to carry a typical business bag.
The Fome Briefcase: As people of diversity and inclusion, the female briefcase is our pioneer product that seeks to support the contemporary woman in her journey towards greater success.
And that is it from here, for more details about the brand, check out their listing page here.
Picture sourced from: Bags and Briefcases Archives | Detail Africa