I am not sure if you knew that the guy (Africa Internet Group) who owns Jumia also owns Lamudi, HelloFood, Kaymu and Jovago. All of these names are online businesses specialized in property, food delivery, online marketplace, and hotel bookings respectively. Having gone under different names in the past, Africa Internet Group has decided to have all of those business be rebranded to Jumia. For example, if you visit Lamudi.co.ke, the URL redirects you to house.jumia.co.ke and the new brand name for Lamudi is Jumia House. Africa Internet Group has also decided to rebrand itself to Jumia.
According to a Press Statement sent to Kachwanya.com, the move to have all those businesses be rebranded to Jumia was meant to make Jumia become number one e-commerce platform in Africa. “After 4 years of successfully establishing and growing its online services as leaders in their markets, Africa Internet Group, now Jumia, has become the N°1 E-commerce platform in Africa” read the statement in part.
“We founded our companies with a very strong belief: Internet can improve people’s lives across the globe. Uniting all services allows us to better help our customers fulfill their daily aspirations. This is all possible because people connect to our platform to access those services and products in an environment that we have designed for them, addressing their needs and expectations on quality, choice, price, trust and convenience.” said Sacha Poignonnec and Jeremy Hodara, founders and co-CEOs of Jumia.
Similar to Lamudi that has become Jumia House, the online hotel booking platform Jovago has been rebranded to Jumia Travel, while food delivery company, HelloFood has been rebranded to Jumia Food. Kaymu which serves as a community market place has rebranded to Jumia Market while the company’s logistics services AIG X takes new identity as Jumia Services.
The press statement explained that the move will also benefit sellers on the various Jumia platforms as sellers will now have access to more traffic and to a greater world of opportunities. The founders reiterated that, “Operating under the same brand name reinforces the legitimacy of proposing other services to our customers and to our sellers. We want to have one strong brand that is trusted and loved by our customers across Africa”.