Our group
From clearance roots to consumer-first distribution across Africa and the Middle East.
Our Story
Founded in 2005 to support brand clearance in Africa, Common Project has evolved into a trusted partner for premium brands expanding into Africa & the Middle East. Our consumer‑centric mindset has continuously reshaped our distribution approach, allowing us to stay ahead of market trends.
In 2015, we pivoted towards qualitative distribution through retail and franchise with a controlled wholesale model. This strategic shift has enabled us to create deeper connections between brands and consumers. Since then, we've partnered with carefully selected local experts to deliver unique consumer experiences across the region.
Today, Common Project stands as a bridge between global brands and African consumers, with a deep understanding of local markets and a commitment to excellence in every aspect of our operations.
We build trust and success
Africa's diversity—with its multitude of languages, consumer behaviors, currencies, and regulations—creates unique challenges for brands entering the market. Our experienced team carefully evaluates each market and delivers tailored solutions that align with each brand's global strategy while respecting local nuances.
Our Mission
To provide complete solutions that connect premium brands and African consumers, delivering exceptional shopping experiences that respect and celebrate the continent's diversity.
Our Vision
To be the leading partner for global brands in Africa, creating sustainable growth through consumer-centric distribution strategies and innovative retail solutions.
Our Journey
Two decades of growth and evolution in the African market
Foundation
Common Project was established to support brand clearance operations in Africa.
Regional Expansion
Extended operations to multiple countries across West and East Africa.
Strategic Pivot
Shifted focus to qualitative distribution through retail and franchise models.
Digital Transformation
Integrated digital solutions to enhance supply chain visibility and consumer engagement.
Sustainable Growth
Expanded partnerships while implementing sustainable business practices across operations.
Our Values
Integrity
We build relationships based on transparency and trust through responsible actions and ethical business practices.
Innovation
We embrace creativity and continuous improvement every day, finding new solutions to complex challenges.
Passion
We care deeply about our work and inspire others to share our vision for connecting brands with African consumers.
Consumer-obsessed
We think consumer-first in everything we do, ensuring that their needs drive our strategies and solutions.