By John Silas
Homemade by Eden, the food retail buiness of Nigerian home concierge startup, Edenlife has marked a significant step towards National expansion with the launch of its first Outlet store in Oniru, Lagos State.
This move signals the company’s commitment to bringing its signature homemade meals directly to consumers across the country.
Commenting on the launch of the Oniru Outlet on Friday, May 10, 2024, Nadayar Enegesi, CEO of Edenliife stated, ‘’At Eden Life, it’s in our DNA to adapt and meet the evolving needs of our consumers.”
“The new outlet store by Homemade exemplifies this commitment. These outlet stores will deliver delicious, home-cooked meals to its customers and create job opportunities in logistics and tech support, driving local economic growth. By sourcing fresh ingredients from smaller Nigerian farms, we strengthen the agricultural sector and ensure a reliable supply chain. And there’s more to come: we have plans to launch mobile kitchens in other strategic locations across the nation.
“It’s a win-win situation, our customers enjoy a taste of home; we create jobs, empower local businesses, and contribute to a stronger Nigerian economy. The establishment of these outlet stores translates to new job opportunities in logistics and potentially tech support for the mobile units,” he stated.
Additionally, he said that the focus on fresh, local ingredients could encourage partnerships with smaller Nigerian farms, strengthening the agricultural sector and supporting local food production.
This localized approach to food delivery keeps money circulating within communities and fosters a more sustainable economic ecosystem.
Speaking also, Orafiri Adoki, Business Lead of Homemade, stated that some of Nigeria’s food culture has not been fully explored. She stated, “Nigeria has such a rich culture around food, which has not been explored to its maximum. So, with the launch of the Homemade outlet, we hope to introduce some of the meals Nigerians are used to at home while providing creative and innovative ways to enjoy these meals,” .
As Nigeria’s e-commerce sector continues to evolve, Eden Life’s innovative approach positions the company as a frontrunner in driving industry growth and reshaping consumer expectations.
By providing a seamless omnichannel shopping experience, Edenliife not only captures market share but also cultivates meaningful connections with Nigerian consumers.
Nigeria’s e-commerce industry has been experiencing a boom in recent years, driven by factors like increasing internet penetration, smartphone adoption, and a growing young population.
The e-commerce market in Nigeria is estimated to be around USD 8.53 billion in 2024. It is expected to grow at a compound annual growth rate (CAGR) of 11.82% during the forecast period (2024-2029), reaching approximately USD 14.92 billion by 2029. E-commerce is expected to continue its strong growth trajectory in Nigeria, presenting immense potential for e-commerce platforms like Edenlife to capitalize on the rising demand for convenient and affordable food options.
