DALA Platform

Distribution. Execution. Reporting.

DALA manages the full retail cycle for FMCG brands entering Nigerian supermarkets — from first delivery through weekly field execution, documentation, and guaranteed payment.

Key Metrics

• 300+ Active store accounts
• 91% Average OSA Across partner brands
• 1.2 days Stockout recovery Field-to-dispatch
• 30 days Payment cycle Guaranteed to partners

How it works

Four things DALA runs for every partner brand.

01 Distribution

Managed retail distribution across 300+ stores

DALA operates an active network of supermarket and modern trade relationships across Lagos and Ogun State. Brand partners gain immediate coverage without building a field team, negotiating store terms, or managing delivery logistics.

• Active store relationships across SPAR, Addide, Foodco, Prince Ebeano, Hubmart, and 290+ others
• Structured delivery scheduling tied to each store's buying cycle
• Same-day dispatch on restocking calls from the field

02 Field Execution

Weekly field visits with documented shelf reporting

Field representatives visit every partner store account on a weekly schedule. Each visit records on-shelf availability, facing count, pricing compliance, expiry rotation status, and competitive shelf activity. Findings go directly into the brand partner's account dashboard.

• OSA checks against agreed planogram on every visit
• Sub-24-hour stockout identification and dispatch protocol
• Shelf audit reports delivered on a fixed weekly cadence

03 Documentation

Delivery-to-payment documentation chain

Every delivery generates a signed delivery note, a matched invoice, and a record in the DALA account system. This documentation chain is what makes 30-day payment cycles reliable instead of aspirational.

• Delivery notes signed and logged at point of receipt
• Invoice matching against purchase order and delivery confirmation
• Payment disputes resolved with audit-ready documentation within 48 hours

04 Brand Reporting

Account dashboard with store-level performance data

Brand partners receive a structured view of their account performance: OSA by store, delivery history, payment status, upcoming visit schedules, and SKU-level sell-through signals. No spreadsheets, no waiting for a monthly call.

• Store-level OSA data updated after each field visit
• Payment status and invoice history in one view
• SKU performance ranked by store velocity

Two sides of one network

Built for both ends of the shelf.

For brands

What you get from day one:

• No in-house field team required
• Guaranteed 30-day payment cycles
• Structured listing process with readiness review
• Weekly shelf reports from active store accounts
• Brand portal access for delivery and payment visibility

For supermarkets

Reliable supply, less admin:

• Vetted, NAFDAC-certified supplier portfolio
• Consistent fill rate and delivery documentation
• Category management support and ranging data
• Consolidated invoicing from a single DALA account
• Trade portal access for order and delivery visibility

Onboarding

From application to shelf in 30 days.

The DALA onboarding process is structured so brands know exactly what happens and when. No months of back-and-forth — a clear four-week path from review to live execution.

1. Week 1 - Readiness review, SKU assessment, and commercial terms
2. Week 2–3 - DALA catalog listing and buyer introductions
3. Week 4 - First deliveries and shelf placement confirmed by field team
4. Month 2+ - Weekly reporting, replenishment, and account management live

Results

Brands already on the platform.

Beverages

Wilson's Lemonade
300+ stores, ₦30M+ revenue tracked
Wilson's Lemonade scaled from a fragmented informal network to 300+ active retail stores across Lagos and Ogun State — with DALA handling shelf execution, payment collection, and weekly performance reporting.

Packaged Foods

Zayith Food Company
175 stores — 3× distribution growth in 6 months
Zayith Food Company went from fragmented informal distribution to 175 active retail stores in under 6 months — with DALA managing every touchpoint from shelf placement to sell-through reporting.

Baby & Wellness

August Secrets
₦30.8M revenue, 106 stores in 12 months
August Secrets — a founder-led baby and wellness brand — generated ₦30.8M in tracked retail revenue across 106 stores in a 12-month period. DALA handled distribution, field execution, and payment collection end to end.

Consumer Goods

Eloha Brand
60% fewer stockouts — retail structure achieved
Eloha Brand eliminated the operational chaos of self-managed distribution — reducing stockouts by 60% in the first quarter and establishing the retail infrastructure needed to expand with confidence.