Page 13 - Waterfall City Issue 5 May 2024

brand is niche, it speaks to a particular
segment of customers and not so
much the mass market. We needed
a space that speaks to the attributes
of a brand positioned for accessible
luxury whilst being inclusive. Mall
of Africa caters to all demographics,
but the store’s positioning in the Mall
echoes luxury. We were pleasantly
surprised by the traffic and sales.
We truly believe we could have hit
higher numbers if we could supply the
demand. This was a key learning for
us. We loved the plasma screens; they
were a hit with everyone who came
into the store.”

The great news is that AWBRAND&CO
loved collaborating with SOOK Mall of
Africa so much that they will be back
AWBRAND&CO AWBRAND&CO collaborated with 10 in August and December, so watch
AWBRAND&CO is a pop-up concept female-founded brands in the SOOK this space. “We are so excited to be
store designed to feel like home. Mall of Africa space, including an working with the team again. Due to
Launched by the AGENDA WOMEN author, a wine brand, a fashion label, a the experiment’s success, we are also
brand – an online platform for stationery brand and even a sunglasses expanding the offering, launching a
modern working women looking brand. store online on the 1st of August and
for content and community that will popping up worldwide.”
help them navigate the evolving “The design of the space and location
dynamics of working smart and living worked for our vision, and the pop- www.agendawomen.com
well – AWBRAND&CO is a vehicle for up space was a huge success. Our info@agendawomen.com
the community to discover female
founders and explore their product
offerings. The concept was developed
to provide access, visibility, and
community for female entrepreneurs
looking to showcase their products
and services to a broader audience,
plus give them access to resources
and opportunities, and connect them
with other businesses and consumers.

Nomndeni Mdakhi, CEO and founder
of AWBRAND&CO had a clear vision.
She wanted to showcase her business
in a space that allows access to a
good mix of audiences ranging from
higher LSM to lower LSM. “This was
important to consider as the concept
was still experimental. We wanted
to see who would be drawn to the
store. My best friend had worked with
the Mall of Africa team and loved
them, so she connected me, and
so it was part preparation and part
opportunity.”

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