Wellcliff B2B Diffusion is a multi-brand retail and distribution group connecting European production hubs with dynamic African consumer markets, with over 25 years of operational experience across both continents.​

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Who we are

Wellcliff consolidates three complementary entities: its strategic headquarters, a logistics and sourcing hub in Moldova, and fully localized retail and wholesale structures in West Africa. This integrated setup enables consistent standards, optimized costs, and agile multi-country brand deployment for international fashion labels.​

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Where we operate

The group manages a Moldova-based platform for sourcing, warehousing, customs, and training, bridging European brands to African markets. In West Africa, locally staffed offices supervise daily retail operations, logistics, and marketing across several countries for real-time responsiveness.​

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East Africa expansion

Wellcliff is expanding into East Africa with a showroom and operational hub in Addis Ababa, positioned as a gateway to the region’s fast-growing, youthful, and internationally oriented consumer base. This local presence will allow brands to present collections, train teams on site, and adapt assortments precisely to East African market insights.​

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Our way of working

Local, on-the-ground management is central to Wellcliff’s model, with teams embedded in each market rather than operating remotely. Daily store visits, coaching, and close KPI monitoring ensure consistent brand experience, quick problem solving, and sustainable, profitable retail growth.​

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Value for partner brands

Partner brands benefit from a single, experienced interlocutor capable of handling the full project cycle, from location selection and store build-out to recruitment, merchandising, and digital activation. Centralized logistics and an integrated digital ecosystem support faster launches, better stock rotation, and stronger brand desirability across Africa.​