Overview:
In 2024, a UK-based company specializing in character-themed merchandise for popular children’s brands identified Tanzania as a new market with strong potential, given its young population and growing demand for international entertainment merchandise. However, navigating the complexities of importing branded merchandise into Tanzania required careful attention to regulatory compliance, logistics, and market adaptation.

Challenges:

1. Brand Licensing and Compliance: Ensuring that merchandise complied with Tanzania’s intellectual property laws and customs regulations, especially for high-profile, licensed characters.
2. Customs and Import Duties: Managing high import tariffs on apparel and accessories, in addition to navigating complex customs procedures.
3. Distribution and Market Entry: Identifying appropriate retail and e-commerce channels to reach Tanzanian consumers, particularly in urban centers like Dar es Salaam and Arusha.

Import Support Solutions:
The UK company partnered with SCA-Partner consultancy, experts in trade facilitation and African markets, to streamline their entry into Tanzania. Key support included:

• Regulatory Guidance: SCA-Partner provided insights into Tanzanian customs procedures and tariffs, guiding the company through necessary documentation, import duties, and intellectual property protections.
• Logistics and Distribution Planning: The consultancy facilitated connections with reliable Tanzanian logistics providers for warehousing and distribution, ensuring safe and efficient movement of goods from port to retailers.
• Retail Channel Identification: A targeted market assessment identified the best retail and e-commerce outlets in Tanzania, and SCA-Partner assisted in establishing relationships with key players in these channels.
• Brand Positioning and Marketing: SCA-Partner helped adapt marketing materials to resonate with local audiences, leveraging the popularity of character-themed products among Tanzanian youth.

Outcome:
With SCA-Partner’s import support, the UK merchandise company successfully launched character-themed products in major Tanzanian retail stores and online platforms. Initial sales showed strong demand, with brand recognition quickly growing, leading to expanded distribution and additional product lines. The success in Tanzania opened doors for potential expansion into neighboring East African markets.