About Us

Who we are

Welcome to our world of luxury fragrances! As the most trusted and diversified distributor for luxury fragrances in Africa, we are thrilled to bring our passion for luxury beauty to discerning customers on this vibrant continent! Basel Holdings is the only full-service retailer that has operations, warehouses, and local teams in each of the countries we operate in. Our journey began over 20 years ago when we established ourselves as a leader in luxury brand management and distribution in Asia. Let us share our story with you.

Legacy

Since our inception, we've consistently embodied the essence of luxury. Our legacy partnerships with local retailers have allowed esteemed international brands to flourish in the African marketplace. Over the decades, we've become market leaders within the beauty distribution industry, thanks to our robust marketing solutions that foster glocalization and a highly skilled sales team.

Crafting an Omni-Channel Experience

Our commitment to excellence extends beyond borders. With a robustly glocal strategy, we've crafted an omni-channel experience that always aims to present the best Brand Expressions for each of the brands we work with. Retailer success is always at the core of all our activities as we continuously challenge the norms & perceptions of operating in Africa. - Strategically Located Warehouses: Our strategically located warehouses enable scale and reach in record time. - Exquisite Customer-Facing Counters: Our customer facing counters are made in Africa for Africans. Utilizing global design standards, we ensure customization to the African reality and bring about the best of brand stories to discerning customers in the continent. - Assortment strategy and priorities: Our 4R strategy of Recruitment, Reward, Requirement & Relevance ensures that we maintain the perfect balance between the needs of the market, the success of the retailers and the expectations of the brand principals. - Local marketing teams: Our local teams ensure customized tactics to maximize Brand Awareness, Brand Relevance and Brand Equity.

Empowering Retailer Success

At Basel Holdings, we believe in strategic partnerships. By collaborating with local retailers and brands, we craft remarkable growth narratives for international brands. It’s our constant endeavor to invest in customer education & growing the size of the fragrance market in each of the countries we operate in.