Grosvenor?
We start with a range of classic shirts but
increasingly we become more uptown, more
interesting and more unique. We first of all start
about a year ahead with designing of the clothes.
Then we make a whole range of a collection – very
limited edition. So there would only be 10 to 12
shirts designed for only one store and potentially
they could be the only 12 in the world because
they could just be uniquely made for that store.
How long have you been in this business?
I have always been in the clothing industry; I
started working at Harrods when I was 16 and I
worked my way through different things before
ending up in the clothing business.
How did you break into the Nigerian fashion
industry?
Nigeria came about because of my factory in the
UK. We have our own boutique in Mayfair, just off
New Bond Street. Before then, we were in
Selfridges, we always had a lot of Nigerian
customers. I think the shirts are more
appreciated by Nigerians than other nationals.
You have been granted Royal Warrant by
the Queen of England…
We have been granted a Royal Warrant by the
queen as outfitters; basically, there are only three
royal warrants that are issued. One is from Her
Majesty the Queen; the other, from His Royal
Highness, Prince Phillip; and the third, from His
Royal Highness, the Prince of Wales. These are the
only three people who can grant royal warrants.
To be granted a royal warrant, you must have
been a regular supplier to the individual or
household for a minimum of five years.
How did you get that link to the British
royal family?
I have always had contacts. I have been doing it
for many years in previous companies. I looked
after royal warrants in those companies.
Clothing the Queen, what's the experience
like?
We don't deal with individuals, we deal with staff
within the household.
You don't take measurements?
It has not been necessary so far. I am not saying
it won't be, but not at this stage.
How then do you determine the size of the
individual you are sewing for?
In previous companies, I have met with different
members of the royal family.
It must be a huge responsibility.
Clothing the royal family is not like clothing the
ordinary man on the street.
But we have a lot of very influential people that
we are dressing. We also do made-to-measure for
a lot of people as well and we have a lot of very
high level customers from Nigeria and Ghana.
Do you only cater for the deep pocket, the
very rich and influential clients?
Our shirts retail from about £95 to £140 (about
N23,000 to N33,500 per shirt) , so they tend to
be at a high level.
Why are they so expensive?
It is because they are made out of beautiful
fabrics. There is an enormous amount of detail
that goes into making a shirt.
There is a lot of adding, cutting and attaching. A
lot of fabrics are used, a lot of material is wasted.
It is not like the normal shirt where there is a
pattern and it can be cut and just sewn together.
These are extremely difficult.
Which members of the royal family do you sew
for? All of them?
All I can say is that we have won the royal
warrant to be outfitters for Her Majesty, the
Queen.
That should fetch you a lot of money.
No. The issue is not the money. I think it is just
very nice to be granted the warrant. It shows that
we are a good quality company.
What do you think this can do for your
brand?
I think it is nice and I am extremely honoured to
have been granted the warrant. We will be able to
put the insignia on our packaging, boxes and
business cards. Also, it is very important for us to
continue creating the right shirts and investing in
training for the staff.
You mean people are going to be looking at
the brand from up there?
We hope so.
In line with that, what are you doing to up your
standard?
We are looking at new products, improving
techniques in the factory and in marketing as well
as new retail locations.
Do you have female customers?
Yes. We have shirts for ladies.
Is your Nigerian clients different from others,
especially the Europeans?
I think the shirt is more important, not just in
Nigeria but probably in Africa. We have a store
opening in Ghana in March as well. I think maybe
African women like to wear shirts more than
English women. A lot of English women like to
wear knits because it is colder in Europe. Also,
African men care about their shirts more than
English men. English men know they will just
throw a jacket on it and wear it all day but here,
quite often, people move around without their
jackets on.
So you get a lot of requests here?
Yes.
Is that why you are introducing so many colours
because you know Nigerians like colours?
No. To be honest, this is what we wear in London
as well. This is not a unique collection for this
place, we have this in London. It is basically to
get a bit of variety. We do have a few more
classics but it is one collection for all our outlets.
However, when we do shirts with liberty, we try to
combine them so that each store has something
that is a completely limited edition.
Do you encounter challenges as you move around
the African market?
I don't think so. We share information between
the stores here. We have a good relationship. If
I'm here, I may invite customers to come and see
the stores. One of my highest spending
customers is coming this evening; I called him
when I got here and he informed me that he was
in my store in Mayfair.
Your highest spending customer is a Nigerian!
Yes.
More than all your customers in the whole of
Europe?
Yes, as an individual, he spends more than any
single other customer.
Who is he?
No. I won't tell you who he is.
Culled from www.omg.com.ng
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