From Shoes to Home Accessories: YDS' Journey Through Concentric Diversification By Khalifa Labiru

YDS Online Ltd has come a long way from its humble beginnings in 2017. We started as a platform that helps retailers to access products from international markets, particularly shoes, and bags. But as we grew and expanded, we realized that diversification is key to staying relevant and competitive in the industry.

Today, YDS' product line includes not only shoes and bags, but also men's and women's accessories, beauty products, kids’ apparel, luggage, and now, home store accessories. This evolution was not a sudden move, but rather a strategic decision to grow our business through concentric diversification.

Concentric diversification is a growth strategy that involves expanding into products or services that are related to the company's existing products or services. It allows us to leverage our existing strengths and resources while minimizing risk and maximizing efficiency.

For YDS, the decision to diversify our product line was driven by our commitment to meet the evolving needs and preferences of our customers. We noticed that many of our customers who were shopping for shoes and bags were also interested in other fashion-related items, such as beauty products and luggage. So, we started offering those products to cater to their needs.

As we continued to grow, we realized that our customers' needs go beyond just fashion. Many of them were also looking for home accessories that are stylish, functional, and affordable. This led us to expand our product line to include home store accessories, such as rugs, pillows, and kitchenware.

Our approach to concentric diversification has been a deliberate and data-driven process. We conduct market research and analyze customer feedback to identify the most promising product categories that align with our brand and our customers' needs. 

Our journey through concentric diversification has not been without challenges. We had to invest in new infrastructure, technology, and personnel to support our growing product line. However, we have remained committed to our mission of bringing quality products at the most affordable price, while also expanding our reach to new markets.

We understand that diversifying our product line can be a risky endeavor, but we believe that it is necessary for our continued growth and success. Our team is dedicated to carefully researching and analyzing each potential market to ensure that we make informed decisions.

At YDS, we are proud of our journey and excited about what the future holds. We will continue to work hard to provide innovative solutions that meet the needs of our customers and help them achieve their business goals.