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Meet Buyers From… Retailers In Africa 
Having gained insights into the fashion scene in Senegal with French stylist Hélène Redolfi-Ferrari earlier this week, let’s continue to explore the African fashion industry with a look at retailers from our community that are based in Africa. With stores in Senegal, Morocco, or Côte d’Ivoire, they each have their own unique styles and offerings. Join us as we meet buyers from Africa, some of whom even shared their insights into the market with us!
Aesthetic, inspiring, and warm, discover the children’s concept store Imayy! Co-founded by friends and mothers Johanna and Joan, they wanted to bring beautiful, well-designed, original pieces like those found in international concept stores to fellow parents in Dakar. “The idea came very naturally,” they told us. “We felt that something was missing locally as we couldn’t find the kind of products we loved. We were constantly ordering online, so we decided to create it ourselves,” Johanna and Joan continued. They opened Imayy about two years ago with the idea of creating a space for families to disconnect, feel inspired, and discover new things. “We wanted it to feel like traveling without leaving Dakar,” they said.
The offer at Imayy consists of toys, accessories, deocr, and clothing. Across all categories, they focus on pieces that feel aesthetic, original, and in-line with current trends. “In our market, accessories and giftable items, especially for birthdays and newborns, work particularly well,” Johanna and Joan said. They find their customers are equally drawn to pieces that are colorful, fun, and a bit different. “Living in a warm country like Senegal, items related to sun, beach, and outdoor life tend to work all year round,” Johanna and Joan explained. When curating their offer, they try to balance originality and good quality.
The typical Imayy customer is a modern, curious parent who is often influenced by travel or social media. “They come to us looking for something different. They want products that feel unique, stylish, and not widely available in Dakar,” Johanna and Joan told us. “Running a concept store in Dakar requires constant adaptation, but that’s also what makes it exciting. There is still a lot to build, and that leaves room for creativity,” they continued.
“The children’s market in Senegal is constantly evolving,” Johanna and Joan said. They find that parents are increasingly looking for newness. They want more original, stylish, and design-led products. “Social media plays a big role in this. It exposes them to international trends and inspires them to recreate that same lifestyle for their own children and families,” Johanna and Joan explained.
They find that there is a growing desire for products that feel different. Parents are starting to want items they wouldn’t typically find locally, but would rather discover while traveling abroad. “This is exactly what we try to bring through Imayy: a sense of discovery and making people feel like they are traveling through what they find in our store,” Johanna and Joan said. Imayy has seen a very positive response to this approach. Their customers are genuinely enthusiastic about the concept. Johanna and Joan have observed their customers are willing to invest in quality and originality. Their clients appreciate accessible items that allow them to enjoy and share the experience more freely.
Johanna and Joan have seen the kid’s market in Africa evolving quickly in recent years. They attribute this largely to social media and global exposure. “Parents are more aware, more curious, and more open to new brands and ideas,’ Johanna and Joan told us. “We believe this will continue with a balance between accessibility and more curated concepts,” they continued.
Playtime acts as a real source of inspiration for Johanna and Joan. “It’s a place to discover new brands and stay connected to what’s happening internationally,” they said. “It’s also a great opportunity to meet people from all over the world, exchange ideas, and build meaningful connections within the industry,” Johanna and Joan concluded.
The boutique for all the future parents of Africa, meet Keraby! With two stores in Côte d’Ivoire, they offer baby layettes, gear, newborn packages, and everything families need to welcome babies with love. Born from passion for quality products and customer service, Keraby is entirely devoted to the baby universe.
Founded by mothers, for mothers, it all started with young moms that weren’t able to find everything they needed for their babies in one place. So, they created it themselves, opening their first store in Abidjan. Keraby was designed to provide a space where future mothers and parents could feel welcome, and where they could get advice and feel a sense of discovery when shopping for their little ones. They continued to expand with an online shop and by opening a second physical location.
From bibs to clothing, travel essentials to wellness products, and a selection of items for moms themselves, Keraby has everything modern families need!
From strollers to high chairs, clothing to toys, La Maison du Bébé has it all! With a strong online boutique and a physical store in the center of Casablanca, they sell children’s products of superior quality and offer their customers exceptional service. Specialized in childhood development, La Maison du Bébé wants to help parents find products that correspond to them and their lifestyles.
Among their extensive catalogue, customers can explore a variety of brands chosen for their quality. With buying guides and a well-organized offer both in store and online, La Maison du Bébé helps each customer find what they need at the right price. They also provide advice for daily life with children.
Simplifying the shopping experience for families, La Maison du Bébé is the perfect resource for making family life more efficient!
We hope you enjoyed meeting these retailers from our community based in Africa as much as we did! If you haven’t already, read our interview with Hélène to learn more about the fashion scene in Africa here.
To meet more retailers in our community, check out these articles on modern classic retailers, luxury boutiques and department stores, and so much more on our magazine!
Buyers will be able to get their pass to the summer shows starting April 23, so set your alarms and get ready for Playtime Paris (June 27-29) and Playtime New York (July 26-28)!
