Anifowose: Our Trade Fair Empowers Businesses by Providing Dynamic Marketplace

Mrs. Abimbola Anifowose, the driving force behind Monmartt Baby Store in this interview with Tosin Clegg, shares insights into her journey, the birth of a trade fair, and her relentless commitment to empowering businesses. Excerpts

What birthed the idea of the baby store and what gap did you try to fill in the industry?

I recall  eight years ago while I was pregnant and it was hard getting a place to buy quality items. After asking a lot of people I had to drive from Yaba to Egbeda, which made me recognized the need for more baby stores that sells quality baby items. Since birthing this idea, we have gone ahead to always source from the best as we do not over sell our product and we also learn about what we sell.

In what ways have you embraced technology or innovation to enhance the shopping experience for customers?

Our Instagram page serves as a digital storefront, offering a visually engaging showcase of our latest arrivals, exclusive promotions, and insightful parenting tips. Adapting to changing preferences, our store is a haven for those seeking both quality and variety in the dynamic world of baby products. We import unique, scarce items to ensure parents don’t encounter monotony.

Can you share with us the inspiration behind organizing the 9ja Baby Trade Fair, and what sets it apart from other trade fairs in Nigeria?

The inspiration behind the 9ja Baby Trade Fair is to shine a well-deserved spotlight on the baby industry and its diverse players. Our mission is to create a comprehensive platform that simplifies the shopping experience for consumers, especially parents, providing them with easy access to a wide array of quality baby products. Recognizing the stress traditionally associated with shopping for kids, we aim to transform it into a delightful and informed experience where buyers have the freedom to choose. Additionally, our commitment extends beyond commerce; we are inspired to educate and empower. Through master classes, we focus on best practices for women’s health, pregnancy, and effective child-rearing. Moreover, our dedication to societal well-being is reflected in our efforts to support women and give back to the community. The 9ja Baby Trade Fair is more than an event; it’s a holistic celebration and a catalyst for positive change.

What can attendees expect from the debut edition in March?

The Trade Fair promises an immersive experience for all attendees, highlighting a diverse array of baby and kids’ products, enlightening master classes, and engaging workshops. This transformative platform has evolved significantly since its inception, now anticipating the presence of 10,000 parents, 500 retailers, 100 distributors, and 200 merchants. It stands out as a dynamic catalyst, fostering economic activity, job creation, and meaningful industry connections. Consumers and parents attending can expect to access a wide variety of products, exclusive discounts, and participate in educational workshops. Additionally, they will receive goody bags, engage with influencers, and enjoy the convenience of the Shop and Drop facility. Retail traders have the opportunity to gain market exposure, benefit from bulk purchase discounts, explore networking opportunities, promote their brand, recruit customers, boost sales, and obtain valuable market insights. They can also actively engage with the community and explore partnership prospects with available promotional space. 

How does the trade fair empower businesses and setups within the baby and kids’ goods industry?

The trade fair empowers businesses by providing a dynamic marketplace to showcase products, engage with a targeted audience, and forge collaborations. It serves as a Launchpad for new products, facilitates networking opportunities, and contributes significantly to economic growth within the baby and kids’ goods industry. The fair serves as a nexus for connecting users with innovative products and creating collaborations within the industry. By bringing together parents, retailers, distributors, and merchants, it fosters an environment for networking, knowledge exchange, and business partnerships, creating a robust ecosystem for sustainable growth.

In what ways does the fair contribute to the growth of businesses, especially for vendors looking to showcase their products to a diverse and engaged audience?

The fair provides vendors with unparalleled exposure to a diverse and engaged audience, translating into increased brand visibility, direct sales opportunities, and access to valuable customer feedback. It serves as a platform for business expansion, offering vendors the chance to reach new markets and establish lasting connections. Our targeted marketing approach ensures that vendors’ products reach the right audience by tailoring promotional efforts to specific demographics. This precision enhances conversion rates, maximizing the impact of marketing efforts and ensuring that vendors connect with the most relevant and interested consumers.

Are there specific categories or trends within the baby and kids’ goods industry that you anticipate will be highlighted at the upcoming trade fair?

Anticipated highlights include innovative baby care products, eco-friendly options, smart parenting solutions, and the latest trends in children’s fashion. The trade fair acts as a trendsetter, showcasing emerging categories that resonate with modern parents and caregivers.