Fashpa

Fashpa, a name derived from "Fashion Parade," was an e-commerce platform and fashion retailer established in Nigeria to address a gap in the market for accessible, on-trend fashion. Founded in 2014 by Oyindamola Honey Ogundeyi, the company aimed to provide style-conscious consumers with quality, variety, and convenience at affordable prices. The inspiration for Fashpa came from Ogundeyi's personal frustration in finding specific, quality fashion items in Lagos's traditional markets after returning to Nigeria. This experience highlighted the challenges of the local retail environment, which often lacked changing rooms, return policies, or guarantees of authenticity.

Ogundeyi's background equipped her for this venture; she had a decade of experience as a management consultant in banking, brand management, and technology, with notable roles at Google, McKinsey & Company, and Ericsson across Europe and Africa. She identified the potential to use technology to bridge the gap between the sophisticated tastes of African consumers and the limited access to global and quality local fashion. Fashpa was launched to be the solution, initially starting from Ogundeyi's bedroom before expanding.

The business operated a multi-faceted model. Initially, Fashpa functioned as a marketplace, retailing international high-street brands like Zara, ASOS, and Topshop to the Nigerian market. It later evolved by launching its own private label, Fashpa, becoming a vertically integrated company that designed, manufactured, and distributed its own clothing line. This transition was partly driven by the "Fit Project," a data-driven initiative that analyzed customer measurements to create better-fitting garments, which received positive feedback. The company adopted a fast-fashion model, releasing limited-edition pieces in small runs with new styles added weekly. Revenue was generated through the online sale of these products, with delivery across Nigeria and internationally.

Fashpa's target clients were everyday women with a global outlook, including working mothers, executives, and young professionals. The platform's product offerings were extensive, covering clothing, shoes, accessories, and beauty products. It distinguished itself by combining e-commerce with fashion content, offering lifestyle tips and lookbooks to engage its customer base. By 2016, the company served customers in 10 countries, with Nigeria accounting for 95% of its market. Despite its early traction and recognition, including being named one of the top 10 innovators in Africa by the World Economic Forum, the Fashpa website was noted as defunct by October 2021.

Keywords: e-commerce fashion, Nigerian retail, online fashion store, African fashion, ready-to-wear, fast fashion, Honey Ogundeyi, vertically integrated retail, fashion technology, womenswear, online marketplace, Nigerian startups, clothing and accessories, international shipping, African e-commerce, fashion design, data-driven fashion, Fashpa Fit Project, style-conscious consumer, affordable luxury