Black is a Ugandan brand specialized in consumer gadgets, including smartwatches and speakers, leveraging bold branding through the color black. Founded seven months ago, it operates a direct-to-consumer model and focuses on lifestyle products designed for tech-savvy Ugandans. The company has formed strategic partnerships and is exploring local assembly to increase its market reach.
Black, a Ugandan brand located in Ntinda, merges lifestyle and technology through a variety of innovative products including speakers, smartwatches, headsets, and apparel. Established seven months ago, the company distinctly centers its branding around the color black, emphasizing boldness and uniqueness as essential qualities of its identity. According to Mourice Aliganyira, Head of Marketing, “Black is aspirational, Black is bold, Black is unique.”
The firm aims to penetrate an already saturated market with its locally trademarked solutions. Mourice points out that although the designs originate in the United States, components are sourced globally. As Uganda’s first direct-to-consumer audio and wearable brand, Black positions itself as a provider of lifestyle products tailored for the style-conscious consumer. Orders are placed via the company’s website, and payments can be made using cash, mobile money, or Visa.
Black’s flagship offerings include the BlackFit 2 smartwatch, which functions as a fitness tracker priced at Shs149,000, and the BlackBassBox2 Bluetooth speaker, valued at Shs125,000. Customers are assured of quality through a one-year warranty and a seven-day return policy for product dissatisfaction. Future plans include assembling products locally within Uganda.
To expand its market presence, Black has engaged in partnerships with notable Ugandan brands, sports clubs, and influencers across various domains such as media and music. Collaborations with recognized teams like Black Pirates and KCCA FC enable the brand to connect with a demographic of tech-savvy individuals aged between 21 and 45. However, gaining traction has not been without challenges, especially regarding influencer partnerships. Mourice noted, “Influencers want a brand that is already known,” highlighting initial difficulties in attracting collaborations.
Additionally, Black has adapted to market dynamics by accommodating cash-on-delivery options and prioritizing customer feedback for product enhancement. The company has also collaborated with e-commerce platforms like Jumia to enhance its operational reach, recognizing the benefits of working alongside competitors for mutual growth in the dynamic market landscape.
In conclusion, Black is revolutionizing the Ugandan consumer market by integrating lifestyle with technology through innovative products and strategic partnerships. The brand’s distinctive identity, commitment to quality, and responsiveness to market needs have positioned it for ongoing growth and success. With plans for future local assembly and an expanding product range, Black aims to solidify its presence as a key player in Uganda’s tech and lifestyle sectors.
Original Source: www.independent.co.ug
