In Africa, societal class structures create distinct lifestyles and consumer habits, particularly in the realm of luxury goods. The upper class, often seen as the harbingers of urbanization, set trends that others aspire to follow. Among these trends, the demand for stylish, high-quality furniture has surged, presenting a significant opportunity for innovation. Jumoke Dada recognized this gap in the market and took decisive action, founding Taeillo, a Lagos-based Afro-urban furniture maker that blends technology and craftsmanship.
Taeillo emerged from Dada’s experiences as an interior designer for a luxury furniture brand. It was here that she identified a fundamental issue in the furniture market: consumers faced a stark choice between expensive luxury items and subpar offerings from local carpenters. The high costs of imported materials used by major brands often left many consumers longing for something more accessible yet stylish.
Determined to change the status quo, Dada set out to create well-crafted furniture that could appeal to a broader audience without compromising on quality. By sourcing materials locally, she not only aimed to provide affordable alternatives but also to support local economies and challenge the notion that African materials are inferior.
The journey was not without challenges. Dada faced difficulties in finding skilled carpenters who could execute her designs. Initially starting with a single piece of furniture produced by an outsourced carpenter, she gradually built a network of workshops capable of bringing her vision to life. This persistence laid the groundwork for Taeillo’s innovative approach to furniture design.
Today, Taeillo boasts a team of young innovators who are redefining the furniture landscape in Africa. Their engineering-focused strategy allows them to adapt and improve continuously, navigating the complexities of manufacturing in a region that has historically been overlooked in the luxury furniture market. Dada emphasizes the importance of trial and error in their process, ensuring that each iteration brings them closer to perfection.
Taeillo’s growth has been bolstered by strategic investments. Since its inception, the company has raised approximately $3 million across three funding rounds. The initial investment came in 2019, when Montane Capital and Co-Creation Hub (CcHub) recognized Taeillo’s potential. This initial funding of $365,000 paved the way for further investments, including a notable $2.5 million seed round in December 2022 aimed at expanding operations into Kenya.
A pivotal moment for Taeillo came when a satisfied customer turned investor reached out to Dada after seeing the quality of their work. Bosun Tijani, co-founder of CcHub, had been searching for a credible local furniture brand for a project, and after being referred to Taeillo, he became a key supporter of the venture. This highlights the power of customer satisfaction as a catalyst for business growth.
As Taeillo continues to flourish, Dada remains grounded in her original vision. Amidst the pressures of running a successful startup, she maintains a playful spirit, often reflecting on her childhood dreams of becoming an astronaut. Her ambition and creativity extend beyond furniture; they encapsulate a broader desire to innovate and inspire within the African continent.
