Of the rebrand, Sacha Poignonnec and Jeremy Hodara, founders and co- CEOs of Jumia had this to say: “Operating under the same brand name reinforces the legitimacy of proposing other services to our customers and to our sellers.We want to have one strong brand that is trusted and loved by our customers across Africa”
— Dignited Events (@dignitedLive) June 23, 2016 Jumia decided to go with a subdomain approach of consolidating their brands. Case in point, hellofood.ug now becomes food.jumia.ug, as do the rest of the services offered. You are automatically redirected to the new website url. The top level domains are country specific so you will see .ug[Uganda], .ke [Kenya], .ng[Nigeria], .dz[Algeria], e.t.c. for the various online businesses.
Jumia Investors
Jumia, formerly Africa Internet Group (AIG) is owned by Rocket Internet, a Germany based company that builds and invests in Internet companies which focus on an online business model. Its group of companies are present in over 110 countries on 6 continents, employing over 36,000 employees. Investors in Jumia include MTN, Orange, Millicom (Tigo) and Axa. Jumia’s tentative approach to doing business in Africa has leaned exclusively on online and mobile infrastructres. The gamble has surprisingly paid off on a continent whose growth is hampered by low internet penetration but with an ever increasing market of consumers. Below is a table showing what the various brands have changed to and what service they offer.
