The Nana Benz: Such Powerful Women Entrepreneurs

The Nana Benz were a group of powerful women traders in Togo who dominated the wax fabric trade in West Africa from the 1960s to the 1980s. Based mainly in the Grand Market of Lomé, these women built a remarkable commercial empire by controlling the importation and distribution of wax fabrics, particularly those produced by the Dutch company Vlisco. Their success was based on several key factors. The Nana Benz developed a highly efficient distribution network structured in several levels: wholesalers, semi-wholesalers, retailers, and itinerant sellers. This system enabled them to distribute fabrics across West Africa and maintain strong control over the market. Their deep knowledge of consumer preferences and their participation in the design of fabric patterns further strengthened their competitive advantage.

Economically and socially, the Nana Benz became symbols of female entrepreneurship and economic power. Their wealth was visible through luxury lifestyles, including villas and Mercedes-Benz cars, which inspired their nickname. The globalization of the textile industry, the end of exclusive agreements, and the arrival of cheaper wax imitations from Asian producers significantly reduced their market dominance.

Today, a new generation of traders is attempting to adapt the model by diversifying products, using digital tools, and collaborating with African fashion designers. Despite these transformations, the Nana Benz remain an important example of large-scale female entrepreneurship, economic success, and regional trade organization in Africa.

Understand the specific characteristics of female entrepreneurship, the female economic leadership in Africa.
Analyze the impact of the globalization of the textile industry.
Develop strategic thinking on women’s entrepreneurship and the challenges faced by local economic models when confronted with international competition.
Apply strategic management concepts such as strategy and competitive advantage.

Globalization
International competition
Textile industry transformation
Women economic empowerment
Nana Benz
Women entrepreneurship

Licence (L1, L2, L3)
Master (M1, M2)
Mastères spécialisés
MBA
Executive MS
Cadre
Dirigeant

Textile industry

PPT de Débrief

Année de la problématique : 2026

Livraison : Livraison par lien de téléchargement

Nombre de pages : 8

Temps d'utilisation : 1h30 (De 1h30 à 3h)

Code du secteur d'activité : 17 - Industrie textile