Lux Afrique is a leading concierge, lifestyle and networking service for over 500 high-net-worth individuals across Africa. CEO Alexander Amosu founded the company in 2017 with the aim to change the narrative about Africa by "celebrating the luxury underpinned by the continent's rapidly growing prosperity".

By blending Amosu's understanding of African consumer needs and expertise in the luxury market, Lux Afrique aims to curate the experiences and products that reflect quality, exclusivity, workmanship and beauty that HNW individuals seek out.

Lux Afrique also facilitates access to more than 60% of the top global luxury lifestyle brands, including Rolls-Royce, Harrod’s and Louis Vuitton. It also aims to develop a positive position for top African luxury brands on its platform, Lux Afrique Boutique.

Lux Afrique has introduced luxury-focused brands to HNW consumers throughout Africa and helps them to take advantage of opportunities to engage, enhance and maintain visibility across the continent.

As the company's official communications consultancy, APO Group's public relations and storytelling professionals will aim to spotlight Lux Afrique's work and the African success stories rich in technology, creativity and innovation that underpin the market.

According to McKinsey's Global Institute, the luxury market in Africa is flourishing as customers are projected to spend over $1-trillion USD on luxury goods in 2020. This growth is driven, in part, by economic development stemming from the continent's digital revolution. It is also driven by Generation Z and Millennials, who will represent around 55% of the market in 2025 and who will contribute 130% to growth during this period.

As the focus shifts from middle-class prosperity to the emergence of HNW individuals (140 000 and counting), it is estimated that the number of millionaires on the continent will rise by 53% to nearly 258 000 by 2024.

The two companies first joined forces when APO Group sponsored the Lux Afrique Nigerian Independence Day dinner, which was held at Claridge's in London on Tuesday, 1 October 2019. The APO Group say that it will continue to support similar initiatives, including the 2020 Lux Afrique Nigerian Independence Day dinner and Polo Day events.

"We believe high-net-worth Africans are yet to enjoy the full potential of their wealth in the luxury goods sector — based mainly on access to goods and services," says  Amosu.

"Lux Afrique is taking advantage of the misconceptions about wealth in Africa by making meaningful connections between luxury brands and the continental HNW consumer market. APO Group, through their network and their reputation in the media community, is perfectly placed to help us carry a positive African luxury narrative to new audiences all over the world," adds Amosu.

"This is a hugely exciting and significant opportunity for us," says APO Group CEO Lionel Reina. "Lux Afrique is innovating how the luxury goods industry thinks about and is marketed across Africa."

"It is an excellent moment to use APO Group's expertise and reach to help communicate this inspiring story. Moreover, Lux Afrique shares our vision for a prosperous and successful Africa. There is a lot to be done to achieve that, but by joining forces, we can work on our long-term plan to drive positive African stories not only into the media but deep into the public consciousness," concludes Reina. 

For more information, visit www.apo-opa.com. You can also follow the APO Group on Facebook, Twitter or on Instagram