Founder and CEO of Gold Coast Tokota, Samuel Kumi-Gyau, says African businesses must move beyond local recognition and build globally competitive brands through innovation, cultural identity, and strategic partnerships.
Speaking on Springboard Hangout with host Comfort Ocran, the Ghanaian entrepreneur said that African-made products can compete confidently in international markets when businesses focus on quality, research, and strong brand positioning.
According to him, Gold Coast Tokota was intentionally built to challenge perceptions about African manufacturing while helping people reconnect with African heritage through footwear. “We are changing the narrative about manufacturing in Africa,” he stated.
Mr. Kum-Gyau explained that the company combines traditional African craftsmanship with modern design and sustainability, producing footwear from recycled materials such as sachet rubber, car tyres, old jeans, and plastic containers.
He noted that innovation remains central to the company’s growth strategy, revealing that the brand has expanded beyond Ghana through partnerships in Nairobi, London, Dubai, Miami, and Johannesburg. “We are not just producing Ahenema,” he said. “We are producing Orthopaedic Ahenema.”
The entrepreneur stressed that research has played a major role in helping the company stand out in an increasingly competitive market. Before launching the brand, he said he travelled outside Ghana to understand how international customers would perceive African footwear products. “That research changed everything about our products,” he explained.
The founder further disclosed that Gold Coast Tokota currently operates multiple outlets across Accra and produces about 20 pairs of footwear daily. Beyond footwear production, he revealed plans to build a broader leather ecosystem in the future through cattle farming and local leather production to reduce dependence on imported materials.
“Ten years from now, Gold Coast Tokota will not just be a footwear brand,” he said. “We want to build our own leather ecosystem.”
He also highlighted the importance of building strong teams, stating that one of the biggest decisions that transformed his business was employing people who possessed expertise beyond his own. “The game changer has always been employing people who know more than me,” he said.
He encouraged young entrepreneurs to focus on learning, networking, and creating value rather than chasing quick financial gains. “Money is people,” he stated. “If the right people connect to your brand, opportunities will follow.”
Watch the full episode here https://www.youtube.com/live/H0k3CbTJA3M?si=qhsixDJfaGk6lkyE
About Springboard Hangout
Springboard Hangout is a funducative, youth-centred show hosted by Comfort Ocran. It features inspiring stories, practical skills, and real-life experiences aimed at educating, entertaining, and equipping the next generation. The programme airs every Saturday at 4:00 PM on Joy Prime TV and on the Springboard Channel on Facebook and YouTube.
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