by Nurat Uthman
Yaga, South Africa’s marketplace for second-hand clothing, is planning to expand its reach to Kenya and Nigeria as the market for used apparel grows, driven by eco-conscious consumers seeking more affordable and unique clothing options.
Launched in 2020, privately-owned Yaga provides an online platform for South Africans to buy and sell second-hand fashion items, with nearly two million items sold for a collective 500 million rand ($28 million) to date.
“Yaga remains committed to growth and innovation in the sustainable fashion space,” it said on Thursday.
“As part of its expansion strategy, Yaga plans to extend its reach to other African markets, including Kenya and Nigeria, with the goal of leading the sustainable fashion movement across the continent.”
According to Euromonitor International, the cost of living along with lower modern retail penetration in Africa continue to boost well-established second-hand clothing markets across the region.
Up to 80% of apparel and footwear sold in Kenya are second-hand and Nigerians buy and sell used items more frequently, with 10% doing so at least once a week, according to Euromonitor’s Voice of the Consumer: Lifestyles Survey 2022.
On Yaga, pre-loved items are typically priced 50-80% lower than their brand-new equivalents, according to the company.
