Solarity’s bold move: Transitioning to their branded products

For years, Nigeria-based GDC member co-founded by Peter Ejimudo and Ovoke Ekrebe, Solarity, has been a key player in distributing clean energy products like solar lanterns and home systems from a globally recognised manufacturer, let’s call them Manufacturer A. However, Solarity has shifted gears and introduced its solar-branded products strategically. This bold transition marks a significant milestone in their journey and reflects the evolving landscape of the last mile distribution sector.

While their partnership with Manufacturer A brought them visibility and market access, it also had limitations.

“Our business thrived under Manufacturer A’s B2B model. But things changed when they began selling directly to consumers with long instalment plans, which we couldn’t match. That, coupled with forex volatility, exposed the fragility of our position,” says Ekrebe.

Solarity then recognised the need for greater control and agility and decided to distribute its solar-branded products, offering solutions tailored to the realities of the African markets.

Launching their solar-branded products was a calculated move that required patience, precision, and a deep understanding of the market’s evolving needs. Here are two things they considered:

1. Finding the right partner

Solarity invested a lot of time researching and partnering with a company that delivered on product quality and adhered to VeraSol standards. “Our reputation was on the line,” says Ejimudo. “We couldn’t afford to compromise on safety, durability, or performance. Every product had to meet our expectations and global benchmarks.”

After extensive technical reviews and customer feedback analysis, Solarity identified a manufacturer with a proven track record of producing high-quality, fault-free solutions that previously made a mark in the Nigerian market.

2. Expanding their product portfolio

Moving beyond Manufacturer A’s offerings, Solarity has diversified its products and now offers inverters, water pumps, commercial-grade refrigerators, and ice machines. These products are for households and businesses, where energy reliability directly translates to economic impact.

“One of our clients, a pharmacist, saw their income double within months of installing our cooling systems,” Ekrebe shares. “It’s not just clean energy – it’s a revenue driver,” he adds.

Well-known manufacturers offer extended instalment payment options and aggressive consumer-facing campaigns. Rather than competing with them and focusing solely on solar lanterns or home systems, Solarity has diversified its products to cooling, commercial appliances, and flexible business-ready solutions for the Nigerian market.

If you’re interested in partnering or investing in Solarity, get in touch with Ejimudo or Ekrebe, the Co-Founders at:

• Peter Ejimudo – peter@solarity4u.com.ng; pejimudo@gmail.com
• Ovoke Ekrebe – ovoke@solarity4u.com.ng

If you’re a last mile distribution company on a similar path, we’d love to hear your story! Please email us at gdc@practicalaction.org.uk.

The images were captured during the launch of Solarity’s products during the 2025 GDC Nigeria member learning and collaboration event on 30th April 2025. GDC events are characterised by site visits to members in the region where the event is held. Thank you to the Solarity team for hosting some of the GDC community who attended their launch!

Thank you to GET.invest and Transforming Energy Access platform for supporting our 2025 member event. GET.invest have also supported Solarity in their Investment Readiness Programme.