Global brands and mall developers eye Nigeria's fast-growing market

Palms Shopping Center, Lekki, Lagos, Nigeria

The appetite of Nigerians for modern retail is growing faster than developers can build space, with international brands clamouring for places they can open stores.

"Everybody is talking about the size of Nigeria‘s population and the increasing income levels," Bruce Layzell, KFC’s general manager for new African markets, told How We Made It In Africa. But it was not this growing consumer base that excited him most – it was that "Nigerians are discerning in their tastes, have their fingers on international trends and expect the very best international markets have to offer".

Read more: Brands and malls eye Nigeria: News from warc.com.

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