The concept has gained notoriety over the last ten years thanks to word of mouth and the magic of social networks. The concept store or designer boutique has become an essential link between world brands and the Senegalese market.
A real Ali Baba’s cave. With a few differences. At “Naajade” concept store, you can find everything except stolen objects from one of the tales of the famous book “Arabian Nights”. It’s a dive into a completely different universe in the heart of the city center. Nestled in the heart of Dakar Plateau, between rue Saint-Michel and rue Felix Faure, it offers a little bit of everything. From jewelry to tableware to clothing and leather goods, nothing is randomly displayed in this commercial window.
The concept store is a multi-brand retail store which offers for sale items that can sometimes be part of the same thematic universe such as “made in Africa” or even organic cosmetics. Born in London in the 1950s, the phenomenon is increasingly attracting the Senegalese and slowly but surely establishing itself thanks to social networks and word of mouth. The concept store brings products from elsewhere directly to Dakar.
Travel without moving!
The festival of colors attracts the customer upon entry. The setting is warm and the subdued lighting gives the impression of being in a completely different dimension, far from the traffic jams and other noise pollution of the city. By opening the doors of this boutique on the theme of “made in Africa”, the potential buyer is sure to travel without taking a plane ticket. Everything is chosen on purpose to help him (re)discover the continent. On the right, the hoop earrings, bangles and African-style necklaces make the visitor soar. On a shelf with five shelves, we find jewelry to dress from head to toe. On the left, the oriental fabrics are also worth the detour.
The nod to Africa continues with designer wax bags, bogolan trays, hand-painted tableware in bright colors, inviting you to escape. “We travel on site when entering the concept store. We have products that come from Mali, Ivory Coast, the Republic of Guinea, Burkina Faso. It’s Africa in miniature,” explains Fatou Guèye, the manager. The concept was born from a desire to bring something of this African wealth while breaking out of the ordinary and promoting the best that is done in Africa.
A link between creators, brands and customers
“80% of the articles are produced in Senegal and Naajade brings together more than thirty artists,” explains Fatou Guèye. This distribution point also helps African creators have a presence in Senegal. It is “a breeding ground for artists from elsewhere”. The concept store is the result of choices made by hand-picked designers. “They gain more visibility and we sell their works well while promoting the best that is done in Senegal or in Africa,” assures Fatou Guèye, manager of “Naajade” for 18 years.
Dr Nour Nkeack is also in the same vein. The trained pharmacist offers a beauty concept store on rue Carnot corner Moussé Diop in the heart of the city. The “oh my skin!” concept store » is cozy. The minimalist decor in powder pink color, ingeniously designed, would almost make Edith Piaf want to see life in pink. “Oh my skin!” » offers a wide range of cosmetic products to customers. On shelves, creams, syrups, food supplements, makeup products are carefully arranged. “I brought back cosmetic products from France, New Zealand, Brittany, Japan, Morocco…The idea of this concept store is to introduce brands to customers,” explained the owner. a master’s degree in cosmetology and phytotherapy.
Dr Nour Nkeack collaborates with several brands via their sites. Over the course of virtual meetings, the pharmacist managed to have a batch of twenty suppliers. She also took the time to train on all the brands to be able to sell them well to customers. “I try to bring back something new while offering brands visibility in Africa, particularly in Senegal,” informs the founder of “oh my skin!”. The mainly organic products offer a range of choices.
Diversity, novelty and originality
The quality/price ratio is also there in this beauty concept store. According to Dr. Nkeack, there is something for everyone. “The prices vary between 6,000 and 7,000 FCfa. I try to focus on novelty while ensuring accessibility,” noted the pharmacist. “Naajade” concept store also pays attention to prices. They vary between 1,500 and 500,000 FCfa.
“I like the idea of concept stores, in general, because there is something for everyone. In the same place, there is a large selection of items at all prices,” noted Isabelle Gningue, one of “Naajade’s” customers. The young lady found out about this designer boutique through word of mouth. She admits that it’s difficult not to come up with ideas and have fun, even at a low cost. The latter does not hesitate to take a look at the concept store’s digital platforms before making her choice. Indeed, the designer store has also gained notoriety thanks to social networks where they have thousands of subscribers. “Through “Naajade”, I discovered a very varied craft. I would like to take this opportunity to congratulate our artisans who make magnificent things,” she says with a smile.
Joanna also bought into the concept thanks to a colleague. “I find these concepts super interesting because you can find the products you bring from elsewhere on site,” admits this loyal customer of “oh my skin!”. She admits to having always received good advice from the owner of this store and does not hesitate to visit it for her “personal well-being”.
Senegalese designers stand out
The concept store is no longer the prerogative of specialized boutiques. Creators are also joining the dance to adapt to the realities of this new vein. Indeed, for more than ten years, the concept store coming directly from London has set up shop in Dakar. Some designers have decided to follow this trend by creating their own concept store. So’Fatoo and Sisters of Afrika, two Senegalese designers have opened their concept store called “Arka Concept”. It works in clothing, decoration, scents, groceries but also has a corner for breakfast and snacks. This concept store, created in 2020, is a way for Fatima Zahra Ba and Hélène Daba Diouf to gain visibility while promoting other brands.
Let me EAT
