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The Folklore Group Goes Live With The Folklore Connect Wholesale Platform

The commerce company opens its premier wholesale platform to brands and retailers following a five-month closed beta, and expands its brand selection to Africa and beyond to include diverse brands in global markets.

NEW YORK, September 14th, 2022 - The Folklore Group today announces the public access launch of The Folklore Connect, its premier wholesale platform for diverse fashion and lifestyle brands in global markets. 

Following the successful five-month closed beta test that piloted in April with 21 African designer brands, the company is expanding its regional coverage outside of Africa due to high demand from diverse brands in emerging markets such as Latin America, Southeast Asia. “We’ve built this platform with diverse and emerging brands at the forefront, and not as an afterthought,” says Amira Rasool, Founder and CEO of the group. “Our mission is to empower diverse brands in emerging markets by using technology and community to connect brands and retail partners.”

The Folklore Connect provides access to trustworthy global retailers for diverse brands looking to expand their wholesale business locally or internationally. Leading international retail partners have joined the platform, plus a carefully vetted selection of boutiques, department stores and concept stores, including T.A New York and McMullen, that are all eager to make their product offerings more diverse and inclusive. 

In line with The Folklore Group’s initial regional focus, The Folklore Connect platform kicks off with over 60 brands from Africa and the diaspora, including Emmy Kasbit, Orange Culture and Abiola Olusola, all originating from emerging markets such as Nigeria, Ghana, South Africa, Kenya, and more.

Platform features include virtual brand showrooms, wholesale order management, two-way messaging between brands and retailers, a retailer and brand discovery marketplace and streamlined online payment, with payment providers tailored to the needs of businesses in emerging markets. The Folklore Group’s secondary platform, The Folklore Marketplace, continues as a consumer shopping aggregator, providing an e-commerce shopping directory for consumers to search and shop directly from the retailers stocking their collections.

Additional strategic partners include Informa Markets, bringing 3 African brands; Orange Culture, Gozel Green and W35T to the annual Coterie Trade Show in New York this September.

The Folklore Connect is now live for brands and retailers to join at

About The Folklore Group

The Folklore Group is a conglomerate of B2B, consumer, and media products that enable the global ecosystem to seamlessly discover, connect with, and shop diverse brands in global markets. (

About Informa Markets

Informa Markets creates platforms for industries and specialist markets to trade, innovate and grow. The platforms provide customers and partners around the globe with opportunities to engage, experience and do business through face-to-face exhibitions, specialist digital content and actionable data solutions. (

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