‘Why Twice As Nice is a brand to be beaten and copied’ – Waheed Shonibare

Waheed Shonibare is boss of popular clothing outfit, Twice As Nice. The outfit has spread its tentacles across Nigeria. The humble boss spoke with ENCOMIUM Weekly on how the journey began, how he handles competitors, their new office at Lekki, Lagos and much more…

What brand of shirts do you deal in?

We deal in British formal and casual shirts like the Tom & Keith London shirts, Fred Thomas shirts, Richard Spencer, T.M Lewin shirts, Hawes & Curtis, Hanz, Bell & Dave, High View, amongst others.

For how long has Twice As Nice been in business?

Twice As Nice took off around 2000 with a mini shop at Kolex Hotels in Fola Agoro area of Lagos, and now running up to 30 serviceable outlets in Nigeria and beyond.

Who are your target audience?

Our target are the middle and the upper class income earners.

What has been the response to your products?

We are perceived the best clothier in the retail sector, having received on time recommendations, stylish awards from entertainment magazines and private organizations; To mention a few, City People Elegance & Style Award for Most Outstanding Fashion Boutique of the Year 2013, and Best Clothier 2011, Encomium Elegance & Style Award for Best Clothier 2013, VConnect Global Services Award of Excellence for the Best Business of the Month (in Clothes & Accessories Category), Most Outstanding Fashion Boutique of the Year in Fashion & Style Digest Award 2010, etc. So, we are perceived the best amongst equal. Our growth index indicates that our products are well received, considering the quality, style and how affordable they are.

What other fashion accessories do you deal in?

We deal in the following fashion accessories: ties, shoes, belts, cufflinks, boxers, pocket squares, silk knots, socks, collar bones, T-bar, etc.

What are the basic things men should have in their wardrobe?

Fashion conscious men should have both formal and casual dresses. A dark fitted suit, the right shoes (black shoes preferred), few neutral shirts (a white, blue and grey shirt), a pair of jeans and trousers, socks, underwear, vest, at least two ties, a black belt, a bowtie, a sweater, a sandal and perfume to smell nice.

We learnt you now have new outlets in Lekki, Lagos?

Yes, we recently opened a new shop at Lekki Phase 1, Admiralty Way, Lagos. This is to serve our customers within Lekki, Ajah and environs. We hope to stock the new outlet with popular brands of British apparels like Tom & Keith London Shirts, Hawes & Curtis, Richard Spencer, T.M Lewin, Fred Thomas, Hanz, etc. We are currently running sales of 20 percent off entire stock in the same outlet.

Where do you see twice as nice in five years?

With the present level of growth and increasing staff strength, we see Twice As Nice clothings in Nigeria as a whole in half a decade and Africa in a decade.

How are you putting your brand ahead of other fashion retail competitors?

We build trust in what we do and the products and services we render. We deliver cost effective, quality products and services, excellent customer delight scheme and free delivery nationwide. Our store ambience is pleasing for a great shopping experience.

 Has the increase in the number of other fashion retail shops affected your sales?

That depends on the retail competitor, but of course, we have no close competitor to refer to, as we are always ahead of the game.

Do you know how much the Nigerian fashion retail industry is worth?

Nigeria is a fashion freak society and often times more fashion conscious than the makers of dress brands in Europe and America. Fashion will ever be a growing event in Nigeria; as such, many clothiers in the industry and those to come will enjoy the dividends of the growing society. The worth of the industry is far more than its face value.

Any growth projection for the industry?

We project a matchless growth for the retail industry in Nigeria and we would be a catalyst for this evolution, as we intend to spread our tentacles across Africa and beyond.


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