Appoint Wigmore Trading as your distributor and brand ambassador in Nigeria and West Africa — over 200 million consumers reached through an owned network of warehouses, vehicles and salespeople in Nigeria and Ghana. And unlike distributors who ask you to shoulder every cost of finding out whether your product sells here: on the trial shipment, we pay for the clearing, the warehousing and the market research. You pay the freight. The market answers.
A targets-and-tools sales culture — each salesperson and area manager carries specific numbers and the means to hit them — selling into:
Most market entries fail on guesswork. Ours starts with a real shipment, really sold — and the costs split so we have skin in the game from day one.
Brand awareness, competitors already present, realistic price points, market potential, and the risks — established before a single carton moves.
If the research says go, you ship a trial quantity. We clear it, warehouse it, and put it in front of real buyers through the network above.
Weeks of actual sales beat years of projections. We track velocity and demand across outlet types — data gathered on your behalf, shared transparently.
You receive a written report: how it sold, to whom, at what price, and our recommendations for positioning. Then — and only then — we finalise the distribution agreement.
Agreement signed, marketing begins: a sales incentive plan and strategy set with our managers and salespeople to drive maximum uptake across retail and wholesale.
Market-typical planning numbers — pick a category, enter your capital, and see how the FMCG distribution model actually earns.
A distributor without existing infrastructure and activity here will never understand the market — and will most likely quietly subcontract a company like ours to do the actual work, with your margin paying for the middle layer. Appoint the operator directly.
Sometimes a tiny tweak — pack size, price point, flavour, naming — separates a product that sits from one that flies. Brands that won't invest in understanding the market miss the hints. We surface them; paying attention is the cheapest advantage available.
Customs, NAFDAC registration and legal requirements are moving pieces your launch strategy must encompass — discovered late, they stall products at the port. Our clearing desk and operations leadership handle them from day one, not after the first seizure notice.
Our proudest engagements ended with the client no longer needing a distributor: we helped multinational brands including Kellogg's and Pringles establish their own on-the-ground operations in Nigeria — the gateway that stays open after you've walked through it.
That's the transparency the whole model runs on: the data we gather on your behalf is shared, the agreement is simple enough to read in one sitting, and the more you know about your market, the stronger the partnership — whether it lasts two years or twenty.
Tell us your brand and category — the market research is free, the first call is fifteen minutes, and the market's verdict costs one sample shipment.
