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.

Apply to partner How it works for brands

300+

Active store accounts

Lagos and Ogun State

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.

01Distribution

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

300+

active store accounts

02Field 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

1.2 days

avg stockout recovery

03Documentation

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

30 days

guaranteed payment cycle

04Brand 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

91%

avg partner OSA

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

Brand details

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

Supermarket details

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.

Start your application

Week 1

Readiness review, SKU assessment, and commercial terms

Week 2–3

DALA catalog listing and buyer introductions

Week 4

First deliveries and shelf placement confirmed by field team

Month 2+

Weekly reporting, replenishment, and account management live

Results

Brands already on the platform.

All case studies

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.