Our Story

With over 25 years of experience in distributing and retailing health, beauty, fashion, and lifestyle brands, we have evolved into a trailblazer, facilitating global brands’ seamless access to West Africa’s expansive market of 300 million consumers. Our journey is marked by continuous growth and innovation, propelling SmartMark Limited to its current standing as the leading fashion retailer and brand franchise operator in West Africa.

At the heart of our success is a robust infrastructure and a dedicated network of over 500 employees, empowering us to represent a diverse array of the world’s most revered international brands within the region. SmartMark’s unwavering commitment to excellence is reflected in our extensive footprint, currently spanning Nigeria and Ghana with over 60 physical stores strategically positioned in prestigious locations across the territory.

From our inception, SmartMark has forged exclusive franchise agreements with global powerhouses in the realms of fashion and beauty. Our portfolio includes iconic names such as L’Oreal, Soft Sheen Carson, Wella, Namaste, Sara Lee, National Brands (South Africa), Nike, Swatch, Mothercare, Levi’s Strauss, Tommy Hilfiger, Calvin Klein, Charles Tyrwhitt, T M Lewin, Clark’s, Converse, New Balance, Dune, and Aldo.

As we continue to evolve, SmartMark remains dedicated to shaping the retail landscape in West Africa, providing unparalleled access to international brands and enhancing the lifestyle choices of our diverse and discerning consumers.

Our Values

What is most important to us at SmartMark.

Our Customers

Our People

Our Continent – Africa

Our Timeline

An overview of our major milestones from inception till now.

1997
1998
2000
2001
2001
2002
2003
2004
2005
2006
2008
2010
2012
2014
2014
2017
2023

1997

Business Incorporation:
SmartMark is established, laying the foundation for its journey as the leading franchise operator in West Africa.

1998

First launch:
Successfully launched the first brands, including Swatch and Soft Sheen Carson brands (such as Dark & Lovely and Magic Shaving Powder). This marked these brands initial steps into the West African market.

2000

Expansion of Soft Sheen Carson Brands:
Expanded the portfolio with new partnerships with Beautiful Beginnings, Sportin’ Waves and Posner in Nigeria. SmartMark established a strong presence for these brands, making their products available in every corner of the country.

2001

Introduction of Wella Personal Care of North America Products:
Launched Gentle Treatment and Ultra Sheen Supreme across Nigeria for Wella, showcasing a commitment to diverse and strategic brand partnerships.

2001

Key Partnership with L’Oreal:
Formed a pivotal partnership with L’Oreal in line with the acquisition of Soft Sheen Carson, further solidifying SmartMark’s influence in the beauty and cosmetics industry. This started the groundwork for Maybelline’s launch in Nigeria

2002

Diversification into Fragrance & Personal Care with South African Anglo Val Industry’s Indigo Cosmetics:
Further expanded the brand portfolio through a partnership with Indigo Cosmetics, makers of Yardley and Lentheric, strengthening market presence

2003

Exclusive Nike Franchise:
Secured franchise agreement with Nike, opening the first ever Nike store in West Africa on Sanusi Fafunwa Street, Victoria Island, Lagos. SmartMark became the major player in the sports retail sector.

2004

Standalone Store Openings:
Expanded retail footprint with the opening of further Nike stores in prominent locations such as Allen Avenue in Ikeja, and Aba Road in Port Harcourt.

2005

Move to Malls:
Initiated a move to malls, starting with the Swatch Store at the Palms Mall, Lekki, reflecting adaptability to changing market dynamics.

2006

Further opening of stores in Palms Mall with brands such as Nike

2008

Levi Strauss Franchise Agreement:
Enhancement of fashion and lifestyle offerings through a new partnership with Levi Strauss.

2010

New Partnership in Beauty with Namaste:
Expanded product range by signing up with Namaste, introducing the Organic Root Stimulator range to the market.

2012

Agreement signed with Unilever:
Strengthened market position by exclusively marketing renowned brands like Motions, TCB, St Ives, and Rexona through a partnership with Unilever.

2014

Launch of INVIVO Health & Beauty:
Established INVIVO Health & Beauty, opening stores in key locations like Leisure Mall in Surulere, Novare Mall in Sangotedo, Palms Mall in Ibadan, and Ceddi Plaza in Abuja.

2014

Exclusive Tommy Hilfiger Partnership:
Expanded the high-end fashion segment by securing exclusivity with Tommy Hilfiger, opening the first store at Ikeja City Mall.

2017

Peak of Nike Expansion:
By 2017, 14 Nike stores had been opened across Nigeria and Ghana.

2023

New Brand Partnerships:
Formed new brand partnerships with Charles Tyrwhitt, Calvin Klein, Aldo, Clark’s, Mothercare, and Dune.

Smartmark in the News

Tommy Hilfiger Opens Abuja’s Retail Store

Tommy Hilfiger, which is owned by PVH Corp and listed on the New York Stock Exchange (NYSE) has launched Tommy Hilfiger store in Abuja. The company yesterday in a statement said the store, which was launched in partnership with Smartmark Limited, reflects its global store design concept, which fuses the brand’s heritage and DNA with […]

Smartmark Limited brings Charles Tyrwhitt to Nigeria

Smartmark Limited, West Africa’s No.1 fashion and lifestyle brand retailer has blazed the trail following the launching of an official Charles Tyrwhitt stores on Friday, the 17th of June, 2022 at Ikeja City Mall (ICM) and other major malls around Nigeria. The launch of the store was graced by John Onyeoguzoro, Chief Executive Officer (CE0) […]

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