Ayo Amusan is the Founder and CEO of Persianas Retail Limited (PRL), a pioneering retail company that has redefined Nigeria’s retail landscape. Under her leadership, PRL has grown into Nigeria’s highest-earning sports brand retailer, with exclusive partnerships with global brands like PUMA, Lacoste, and GUESS. It also has 14 retail locations, including its flagship multi-brand store, The Mix.
With over 20 years of experience spanning retail, entertainment, and real estate, Ayo has demonstrated a unique ability to blend strategic insight with innovation, driving PRL’s success and securing partnerships with top international brands like Hugo Boss, Hackett, and Armani. Her deep understanding of the Nigerian market and commitment to making premium international brands accessible to local consumers has positioned her as a key player in the country’s emerging retail sector.
Notably, Ayo’s leadership is a testament to her advocacy for female empowerment, with women playing a significant role in her company and the broader retail sector she has helped shape. She has also been instrumental in expanding PRL’s footprint globally, notably through high-profile collaborations like the PUMA X Davido collection, which disrupted the industry and positioned PRL as a fashion authority.
As a member of the Business of Fashion’s exclusive BoF 500 and a board member of several influential organisations, Ayo continues to push boundaries. She is committed to promoting a culture of innovation, excellence, and community in Nigeria’s retail and entertainment industries.
This week, Funke Babs-Kufeji speaks to the visionary leader who shares the secrets behind her success and her vision for the future of retail in Nigeria and beyond.
You’ve built Persianas Retail Limited (PRL) into one of Nigeria’s most successful retail companies. What inspired you to start this journey, and how did you envision transforming Nigeria’s retail landscape?
Thank you; it’s lovely sitting with you. The journey started when we embarked on the mission to create the first shopping mall in Nigeria. in creating the malls, it was important to ensure that our consumers had access to global brands at their doorstep and an elevated shopping experience that met global standards. Once we built the mall, we approached the global brands we wanted to see in the space, showing them that we could showcase their brand and products to the same global standard – from the store design to fittings and visual merchandising.
We were always confident that we could build a global retail experience, and we believed that once we did, it would set the tone for businesses to follow.
PRL is a true leader in the Nigerian retail space. You’ve brought iconic global brands like PUMA, Lacoste, Hugo Boss, and GUESS to Nigerian consumers. Can you take us through the process of getting these brands to the Nigerian market? What challenges did you face, and how did you overcome them?
PRL has become a trusted partner for global brands looking to expand their footprint in Africa, particularly Nigeria, because of our extensive industry experience. We have been at the forefront of retail for over 15 years. There are several factors to consider when bringing these brands into the market – from the taste of the Nigerian consumer to their spending power – all of these insights guide our selection of the brands that we believe will work in the market.
Once we identified those brands, we initiated conversations, which were always challenging on so many topics. For instance, it is crucial for the brands to be showcased the same way you would see their brand in New York or Paris for example. The infrastructure at the time was not in place for this. However, once we showed the brand our vision for its presence in the mall, this became easier. Whilst these brands had an eye on the continent and even the market, most didn’t know how to navigate entry into the market or who to trust with the brands, and that is where we excel – showing ourselves as credible partners that can guide and ensure a successful launch.
As a female entrepreneur, you’ve set a powerful example of leadership. What role has been a woman played in shaping your approach to business, and how do you feel about leading a notable female-led company with strong female representation in leadership roles?
I have always believed in writing my own story and showing up as my authentic self, whether professionally or personally. I take the driver’s seat in my journey, and yes, while being a woman in a male-dominated industry presents its challenges, I show up as a competent and experienced professional. This mindset is also what I try to instil in my team, encouraging them to embrace their own authenticity.
I am not the stereotypical CEO—you can see this from my style and approach. I have always tried to stay true to myself, and I show up as exactly who I am—a perfectly imperfect, innovative, and capable executive with a great team. A significant part of my success can be attributed to the incredible team I have around me.
Yes, our workforce is predominantly women, and we love and are quite protective of our male colleagues. But PRL has always been a merit-based organisation, and it’s no coincidence that the women on our team excel—they’re exceptionally dedicated, efficient, and skilled in their roles. Truly, their hard work and commitment have been instrumental in driving our success, and I am proud to lead such a talented group of individuals, both male and female, who inspire me daily.
You’ve successfully merged local and international brands, creating a retail experience that resonates with Nigerian consumers. How do you balance global appeal with local relevance, especially as fashion and consumer preferences continue to evolve in Nigeria?
We are in the business of selling products to consumers, and the consumer’s tastes and buying patterns are always evolving; our job is to meet and fulfil those needs. We ensure that our space has access to home-grown brands and products, whether fashion or FMCG products, to meet those needs – we ensure that our customers don’t have to look elsewhere to purchase a product. That is the beauty of retail: we do our research into what the trends are and what the consumers are looking for, and we cater to that.
The collaboration between PUMA and Davido is a groundbreaking initiative. What do you think this collaboration represents for the future of African fashion and retail on the global stage, and how do you see PRL playing a role in this movement?
Africa is the future, and this recognition by the global market underscores the continent’s growing influence. It highlights the significant role African creatives play in shaping the fashion industry and the immense potential for collaborations between these two spheres.
The success of the Puma x Davido collaboration has opened doors and set a benchmark, sparking ongoing conversations with several brands eager to replicate this winning formula.
At PRL, we are always ready to share our stories. We will forever champion those who are passionate about their ambition in the creative space and continue to celebrate the rich talent Africa has to offer.
As someone with extensive experience in retail and real estate, how do you see the intersection of these two industries influencing the growth of Nigeria’s economy in the coming years? What are some key trends you foresee in retail and commercial real estate in Nigeria?
Real estate is intrinsically linked to brick-and-mortar retail. While digital commerce continues to grow, many consumers still prefer the tactile and immersive experience of shopping in-store.
Retail is more than just commerce—it’s a catalyst for job creation, local and international investment, and economic growth. As the retail sector expands, the demand for commercial spaces rises, driving the development of malls and dedicated retail hubs
In your leadership journey, what have been the biggest lessons you’ve learned about managing a company in a rapidly growing yet sometimes volatile market like Nigeria? What advice would you offer to women looking to break into traditionally male-dominated industries?
Building a successful retail business in Nigeria is not easy. The challenges are deeply rooted in macroeconomic factors such as inflation, fluctuating foreign exchange rates, limited access to funds, infrastructure deficits, logistical bottlenecks, and clearing inefficiencies. Unfortunately, retail is highly dependent on these variables.
At PRL, we’ve honed the ability to navigate these complexities by staying proactive and forward-thinking. We prioritise meticulous planning, accounting for multiple scenarios to remain agile and resilient. Our approach isn’t just about addressing today’s needs—it’s about preparing for the unexpected and ensuring long-term success.
You’ve been named to the prestigious Business of Fashion (BoF 500) list. How does it feel to be recognised among the global leaders shaping the future of fashion, and what do you hope to contribute to the worldwide conversation about retail and fashion?
Being named to the BoF 500 list is an incredible honour and a testament to the hard work and vision that has gone into shaping our journey in fashion and retail. It’s inspiring to be recognised alongside global leaders who are transforming the industry. I aim to advocate for greater inclusivity and innovation in fashion while highlighting the unique role of African markets in shaping global trends.
My goal is to continue using our work at PRL to change the narrative of how business is done in Nigeria. I want to show the world that we have the competency, integrity, and capacity to build global brands while highlighting the amazing potential and talents that exist within our local markets.
9. You’ve built a strong, multifaceted empire—retail, entertainment, real estate, and more. How do you balance your personal life with the demands of such a dynamic career? What practices or routines keep you grounded?
Finding balance can be pretty tough, especially as we work in a fast-paced environment where change is always around the corner. However, I totally understand that you cannot pour from an empty cup, so whenever I feel overwhelmed by work and life, I love to escape to the sea. My father was a huge water lover, and I grew up surrounded by it. My siblings and I can’t even remember life without it, so it’s my ultimate getaway.
Being a true water baby, I find so much peace and clarity out there and in my downtime I’m actually a sea captain!
Family is my number one priority, and spending quality time with them is a constant reminder of what truly matters.
As a trailblazer in Nigeria’s retail and fashion industries, how do you stay inspired and keep pushing the envelope? What drives you to continue creating and innovating in the way you do?
I’m really just in competition with myself. I’m always thinking about how I can be better today than yesterday – and that mindset carries over into our work. I ask myself How I can use my platform to help others and make a positive impact. How can we serve our customers even better? How can we continue using fashion and music retail to shape global discourse on sustainability, inclusivity and cultural representation? How can we make a difference, no matter how small? – this is what inspires me.
In addition to being the CEO of PRL, you’re also involved in several boards and leadership initiatives. How do you manage your time and energy to stay effective across so many ventures? What’s your approach to leadership and collaboration in these spaces?
Honestly, I’m a bit of a workaholic! I often say retail never sleeps – and of course, I am a retailer. This is not a solution, though! So, “don’t try this at home.” But on a serious note, and to answer your question – yes, while I wear many hats – the test of a true leader is leading by example. I’m passionate about empowering my team and helping them grow. You are only as good or as successful as the team that you have around you. I empower my team, trust them to make the right decisions, and hold themselves accountable for mistakes and our shared success.
And, of course, creating a positive culture and a supportive work environment is crucial to everything we do.
Looking forward, what are some of your biggest goals for PRL? How do you see the company evolving over the next 5-10 years, and what exciting plans or projects do you have on the horizon?
We are building an ecosystem centred around trade, community development, infrastructure improvement, tourism, and entertainment. Many of our brands are in sports and athleisure, and it’s clear that fashion can only be discussed with acknowledging the influence of sports and sports retail.
Our plans include expanding beyond our current presence by opening new stores in key locations across Nigeria and bringing our curated selection of brands to a broader customer base. We’ll also continue to invest in e-commerce, ensuring a smooth and efficient online shopping experience for customers nationwide.
As we grow, we remain committed to being a positive force in the communities where we operate. Our social responsibility efforts will expand, focusing on education, youth development, and environmental sustainability. By executing these strategies, PRL aims to become a leading force in Nigerian retail, not only in commercial success but also in creating lasting social impact.
Finally, you just hit a major milestone. Your 50th birthday! Happy birthday. What message do you have for the next generation of Nigerian women entrepreneurs and leaders who look up to you as a role model?
Yes, I did and thank you. My message to the next generation of women would be to show up as your true and authentic self. I cannot state this enough. Trust in what you can do, and keep working hard to learn and grow because that journey never really ends. Just being good isn’t enough; aim to be the best at whatever you do. Believe in your ideas, and don’t give up on them until they become a reality. I really hope that helps!
