Carrefour to Sell Private Brands in Africa

In late November the Carrefour group announced the signing of a Partnership between two of its international partners – Majid Al Futtaim (MAF) and CFAO Retail – with Jumia, Africa’s leading e-commerce company.

Under the Partnership, Carrefour will sell their private brand products on the Jumia Marketplace in four African countries: Cameroon, Ivory Coast, Senegal, and Kenya.

The Carrefour Group operates in Africa via franchises in seven countries with local partners in 227 stores.

The Majid Al Futtaim group is one of Carrefour’s major long-standing partners and operates 250 stores in the middle-East and in Africa, including six in Kenya.

The CFAO Retail group, which operates in Francophone Africa, is one of Carrefour’s more recent Partners. It has three stores in Ivory Coast, one in Cameroon, and another scheduled to open in Senegal in the first quarter of 2019.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.