Oriental Effect is Nigeria’s foremost manufacturer of fiberglass planters, minimalist antique pots, and quality artificial plants in Nigeria’s home décor market.
Headquartered in Lagos, the brand serves prominent hoteliers, Airbnb, luxury homes, offices, interior designers, and retailers. Their reach spans across many cities in the Nigerian market.
Oriental Effect products are manufactured in bulk by skilled artisans in Lagos who understand how to blend ancient creativity into modern culture.
Today, we speak with Mayowa, Team Lead and Product and Operations Manager, and Efe, Co-lead and Business Development Manager, about their growth journey in the Nigerian market, their strategies, and their impact.
How Oriental Effect Started as a Business in Nigeria
An image of an Oriental Effect antique pot in a living room space. Source: Oriental Effect Instagram
It might surprise many to learn that Oriental Effect began as a cake company before making its mark in Nigeria’s interior décor landscape. The company transitioned from cakes to interior décor accessories and eventually found its niche in plant pots and artificial plants.
“It was a collaboration of like-minded people with a shared passion for value creation and business,” says Efe. “Over time, that passion evolved into what Oriental Effect is today, creating beautiful greenery and décor for homes and businesses across Nigeria.”
This shows how flexibility and passion-driven collaboration can lead to discovering your true niche as a business owner.
What Challenges Did Oriental Effect Face Venturing into the Nigeria’s Home Décor Market?
“At first, when we started, a major challenge we faced was the fact that we didn’t have control over the supply chain,” said Efe.
Back then, they lacked consistent and reliable vendors. Ultimately, they had to disappoint a large number of customers.
For their recently launched antique pots, another unique challenge emerged:
“When we started, we didn’t believe we’d be able to manufacture these antique pots in Nigeria because the real value is in the designs,” said Mayowa.
Initially, they attempted to learn the craft from Turkish artisans, but these sellers were more focused on exporting to Nigeria than transferring skills. So the Oriental Effect team went back to the drawing board.
“So we went back to the drawing board. We conducted extensive research, drawing on a great deal of imagination and creativity. So we’re not just selling pots; we’re selling our imagination and creativity”, Mayowa.
Through research, creativity, and local innovation, they developed unique, high-value products.
For the supply chain issue, here’s what they did, according to Efe: “Eventually, we had to go back to the drawing board to figure out how to gain more control over our processes and deliver a better experience.”
Next, let’s talk about building a brand in the Nigerian interior design and home decor industry.
How to Build a Brand in a Growing Market | The Oriental Effect Case Study
Image of Oriental Effect Uri Pot for Home Decor. Source: Oriental Effect Instagram
So what defines a growing market? A growing market in terms of products or services is one where the demand for those offerings is increasing.
The Nigerian interior design and decor market is currently experiencing rapid growth and development. Factors like increasing urbanisation, a growing middle class, and rising consumer awareness of modern design trends drive this growth.
According to Mayowa, team lead at Oriental Effect, “People’s preferences are changing to eco-friendly, Afrocentric, and minimalist designs.”
Recognising this shift, Oriental Effect launched its antique pot collections – minimalist, Afrocentric and modern.
“We got to work. We travelled to lots of places – Ibadan, Oyo, Iseye, Ilorin, and Ogbomoso – to get people, very old people who do these old rustic designs. We also used computers a lot, specifically AutoCAD”, said Mayowa.
The lesson I see here is that if you want to succeed as a business, you must stay attuned to changing consumer preferences and be willing to go the extra mile, literally and creatively, to meet evolving market demands.
This also portrays the importance of market research in understanding consumer behavior. As a business, you should be alert to observe changes in consumer taste, behaviour, and emerging trends so you can take your consumers where they want to be.
In addition, always leverage customer feedback as a tool for growth and improvement.
“We also use some of the feedback for isolations and corrections,” said Mayowa.
Businesses that always see customer feedback as a tool for continuous improvement and product refinement are the ones that win!
Want to win as a business in Africa? Check out our piece on Tackling Africa’s Biggest Marketing Challenges: An Interview With Pandora’s Kehinde Ruth Onasoga
Multichannel Marketing and Strategic Partnerships
Oriental Effect is a believer in multichannel marketing (the right channels). Think 360 marketing strategies – social media, SEM, events, and partnerships. Regarding partnerships, Oriental Effect stands out.
“We are a manufacturing company, and we believe in the power of partnerships. Having resellers allows us to expand our reach, build stronger local connections, and create opportunities for entrepreneurs to grow with us. Our resellers help us bring the Oriental Effect experience closer to more homes across the country and around the world”, says Efe.
For Oriental Effect, anyone passionate about interior design or entrepreneurship can become their reseller. They open their doors to interior designers, online sellers, department store owners, and individuals who are simply excited to introduce high-quality products to their networks.
To ensure the retailer process is effective, they offer these retailers exclusive reseller discounts, access to their marketing materials and photos, priority access to new collections, ongoing business and sales support, and prompt delivery to their clients.
“We’ve had many resellers grow from side hustles into thriving full-time businesses,” said Efe.
Lesson: Strategic partnerships and reseller networks can significantly expand market reach and empower others to build successful businesses around your product.
If you’re looking to launch a business in Africa, check out our article on Leading Through Sales: Lessons from Hannatu Adegboyega on Building Sales Culture That Delivers.
Final Thoughts
Succeeding in the Nigerian market requires resilience, a clear brand strategy, and a relentless pursuit of innovation. Oriental Effect stands out by producing quality, culturally rich, and modern décor pieces that speak to the evolving tastes of Nigerians and Africans.
They are not just creating décor; they are shaping experiences and redefining African home aesthetics, one planter at a time.
FAQs About Nigeria’s Home Décor Market
How big is the home decor market?
According to Statista, the Nigerian home decor market is a significant and growing industry, projected to reach US$1.14 billion in revenue by 2025. This growth is fuelled by urbanisation, a rising middle class, and increasing consumer interest in modern and aesthetic home designs. According to Oriental Effect, the market is also seeing a surge in demand for Afrocentric, eco-friendly, and minimalist designs.
How profitable is the interior decoration business in Nigeria?
The interior decoration business in Nigeria is profitable, especially in Lagos, due to high demand and a growing industry. Manufacturers of interior decor items like Oriental Effect have had many of their resellers grow from side hustles into thriving full-time businesses. However, success requires effective marketing, financial management, and quality assurance to meet client expectations.
How do you market home decor online?
To market home decor online,
- First, identify your target audience. Are they homeowners, hoteliers, retailers, or designers?
- Next, determine where they spend their leisure time online and offline. That’s where you need to meet them.
- After that, learn how to approach them, craft the message, and convey it effectively. Get inspiration from marketing trends in Africa and personalise them for your brand.
- Demonstrate trustworthiness with customer testimonials and user-generated content.
- Be consistent, transparent, and relentless.
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