In this exciting episode of Building From Scratch, our host Yewande Odumosu kicks off Season 2 with a deep dive into the remarkable journey of Habib Wasulu, founder and CEO of Smileys Africa.

What began as a side hustle with just ₦16,000 selling colourful socks has evolved into a thriving lifestyle brand offering sneakers, briefs, beanies, and more.

With a background in digital marketing and e-commerce, Habib built Smiley’s from the ground up, leveraging branding, customer experience, and smart logistics to scale the business. He shares how he navigated sourcing from China without ever visiting, scaling operations, and maintaining quality and affordability as the brand grew.

Habib offers practical insights into working with agents, testing new products, and delivering consistent value to customers.

Today, Smileys Africa is pushing boundaries in Africa's fashion and footwear manufacturing, serving as an inspiring blueprint for entrepreneurs building something meaningful from scratch.