As it marks its fifth anniversary, Industrie Africa—a fashion e-commerce platform championing African designers—has taken a strategic leap into the business-to-business (B2B) sector through the launch of a retail consultancy designed for luxury hospitality. This new offering, titled Select, debuts in partnership with SoLA (Society of Luxury Artisanship), a curated boutique located on Zanzibar’s Bawe Island.
This expansion aligns with Industrie Africa’s mission to redefine how African fashion is experienced and appreciated. Rather than relying solely on traditional e-commerce models, Select integrates the continent’s rich design narratives directly into high-end travel destinations, enhancing the emotional and cultural depth of consumer engagement.
In a statement to The Southern African Times, Nisha Kanabar, founder and CEO of Industrie Africa, explained the motivation behind the move. “While e-commerce is essential for accessibility, it can be limiting as a standalone channel. Select is about scaling the connection between designers and consumers by embedding fashion into emotionally resonant travel environments,” she remarked.
The debut project features an exclusive collaboration with Tongoro, the Senegalese fashion label known for its global following, including celebrity clientele such as Beyoncé Knowles-Carter. The capsule collection, designed specifically for the Bawe Island boutique, is available both at the physical location and globally online via Industrie Africa, establishing a seamless integration between digital and on-site retail.
Bawe Island’s luxury resort, owned by the Karimjee Group and operated by The Cocoon Collection, was recently awarded “Best Hospitality Newcomer Worldwide 2025” by German luxury publication Connoisseur Circle. The partnership with Industrie Africa represents a flagship collaboration for both parties, with a second SoLA location in development and further discussions underway for properties in Tanzania’s Serengeti region.
Industrie Africa’s consultancy distinguishes itself by offering fully curated, site-specific retail strategies, designed around each property’s geography, guest profile, and aesthetic ethos. Brands featured are selected through an independent process and are not required to pay for inclusion, maintaining curatorial integrity. Products are marked with a bespoke label, and guests are encouraged to learn more via the Industrie Africa platform, promoting deeper digital engagement.
Kanabar noted that the consultancy also works with brands that may not be optimally suited for e-commerce but align well with the values and goals of specific hospitality environments. “Our approach is rooted in provenance and artisanship. We consider how guests engage with the local geography and incorporate that into the product narrative,” she said.
This model reflects broader macroeconomic trends in the hospitality industry, where consumer expectations are shifting towards immersive cultural experiences. “Travellers today are seeking depth, context, and authenticity. African design has been underutilised in this equation, and we believe there is a meaningful opportunity here,” Kanabar observed.
Unlike the dropshipping model common in many fashion marketplaces, retail outlets developed through Select will carry their own stock, ensuring that each brand’s identity is fully respected. The consultancy’s offerings span from seasonal retail advisory to end-to-end concept development. Optional elements such as guest activations, capsule collaborations, and private label opportunities are also available, depending on the property’s ambition and engagement level.
Industrie Africa, which launched its e-commerce arm in 2020 and now ships to 57 countries (with the United States accounting for 80 percent of orders), is preparing for a potential funding round in 2026. Kanabar, based in Dar es Salaam, indicated that the new business model will be validated through upcoming projects, providing a foundation for attracting outside investment.
As the company evolves, Select offers a transformative approach to how fashion and culture are integrated into luxury hospitality. By embedding curated fashion narratives into travel environments, Industrie Africa is positioning itself at the confluence of commerce, storytelling, and cultural appreciation—setting a new precedent for design-led retail in African tourism.
