Nigeria is an African country with a growing middle and upper class. The spending power of consumers in Nigeria has been growing along with the expanding economy. Increased government regulations, the rising price of oil, communication advancements, and travel options, have all led towards a growing market for brand name products in Nigeria. American brands especially enjoy an increase in popularity, and consumers in Nigeria are willing to spend a good deal of money to acquire them.

Brands such as Polo, Nautica, Calvin Klein, DKNY, Levi’s, Nike,and Adidas are in heavy demand. Jeans, dress shirts, dresses, and high end women’s suits are sought after by eager customers. Consumers appreciate the high quality that the brands stand for, and are educated regarding the value of the products. Wholesalers selling to Nigeria have traditionally exported used clothing. Used clothing was a prime product since it was geared towards customers in a third world country where the per capita income was extremely low.

Now that the spending power of the average Nigerian is rising, wholesalers are focusing on brand new merchandise. Since the cost of shipping is still an issue, bulky items such as electronics and furniture can be difficult to export in a cost effective basis. On the other hand, due to the light weight nature of clothing, wholesalers have a much easier time exporting, and making money on clothing.

Since China has been flooding the market with cheap generic clothing, the best approach is to focus on brand names. The more popular the brand, and the higher the quality of the item, the more it will stand out from the generic clothing being sold by the Chinese wholesalers. The Nigerian economy is booming, and so is the demand for brand name clothing by its consumers. Exporting to Nigeria requires a deep understanding of consumer tastes and market characteristics, which once understood, can lead a wholesaler to having a very profitable export business.

Many multinational corporations have offices in Abuja, the nation’s new capital city, purpose-built in the 1980s. The five star Transcorp Hilton Abuja is known as the best and correspondingly one of the most expensive hotels in Abuja. It has everything the executive with an expense account could wish for, including seven restaurant and bar areas, a pool and a casino. With its corporate facilities and 24 hour entertainment, staying here will cost around €200 a night. The Sheraton Abuja offers similar comforts and standards, with 14 meeting rooms, a pool and conveniently central location. And excellent international and local cooking is served in four restaurants. The four star Mediterranean Hotel in the Asokoro District has more individual character and charm than most blandly decorated business hotels. As well as 25 rooms, a pool and restaurant, it has an impressive recreation centre for guests and locals alike.

Lagos, the former capital, is still the commercial heart of Nigeria. The Sofitel Lagos is in Ikoyi, a residential area close by the business district. Its 94 rooms are spacious and elegant, and it has a good array of facilities including a pool, meeting rooms, restaurants and bars. The Sheraton Lagos Hotel offers all the modern comforts of a large international hotel, with over 300 rooms, four restaurants, a business centre and swimming pool. It is situated in the district of Ikeja and easily accessible from the airport. The rapidly expanding city of Uyo is in an oil-rich area of Nigeria. Hotels include the highly rated Le Meridien Ibom Hotel and Golf resort. Here you can stay in a tropical idyll, sheltered by palm tree forests and landscaped gardens. The challenging 18-hole golf course, luxurious surroundings and conference facilities for up to 1,000 people make it ideal for business events. The price per night averages around €160.

Nigeria has been seeing a steady increase in the number of business travellers as a result of its status as the largest oil industry in Africa. Several exciting hotel developments are in the pipeline and many existing hotels and guesthouses are being upgraded to meet the visitors’ expectations. Rezidor, the Brussels-based hotel company, plans to launch several of its Park Inn brand hotels in Nigeria. The first one, in Lagos, will be called the Ikeja Hotel and is due to open in 2013 with 135 rooms. Another Rezidor brand, Radisson Blu, is building two large luxury hotel in Lagos, one in the Victoria Island district. For seriously chic business accommodation, the five star Wheatbaker Hotel in Lagos promises to combine a boutique hotel style with conferencing and business facilities.