AAKS
AAKS is a Ghana-based handcraft brand producing handwoven raffia handbags, lamps, and home décor using traditional Ghanaian techniques, sold DTC via aaksonline.com and through 60+ international stockists including MoMA, Nordstrom, J.Crew, and Selfridges.
- Company typePrivate
- Founded2015
- HeadquartersKumasi, Ghana
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What AAKS does
AAKS is a Ghana-based, founder-led handcraft brand that produces handwoven raffia handbags, lamps, baskets, and home accessories using traditional Ghanaian weaving techniques estimated to be approximately 1,000 years old. The company manufactures at its main production studio in Kumasi, Ghana, where a predominantly female artisan workforce (80% of employees) handcrafts each bag over roughly ten days using ecologically harvested raffia from local family farmers, in-house-proprietary seasonal dye formulations, and locally sourced leather handles. A secondary operational presence exists in Accra, and the parent entity is registered as AAKS Limited in the United Kingdom.
The business operates a dual-channel go-to-market: direct-to-consumer e-commerce via aaksonline.com (with global shipping through DHL, made-to-order fulfillment, and one annual collection launch aligned to slow-fashion principles) and a curated wholesale network of over 60 international stockists spanning MoMA Design Store, Nordstrom, J.Crew, Selfridges, Madewell, John Lewis, Bloomingdales, Shopbop, Globus, and United Arrows Japan. Bags retail from £135 to £330 and woven lamps from £255 to £276. Revenue is further diversified through limited-edition collaborations with brands such as Rag & Bone, J.Crew, Nordstrom, Courvoisier x Yinka Ilori, and Pichulik, plus B2B interior-design projects for hospitality clients including Xigera Safari Lodge in Botswana and Domaine La Gentilhommiere in France.
AAKS is privately held, appears bootstrapped with no disclosed external venture or growth-equity funding, and serves conscious luxury consumers, sustainable home décor buyers, and supporters of Black-owned brands. The company has been featured in Vogue, Forbes, The Economist, CNN, Harper's Bazaar, Wall Street Journal Magazine, and Architectural Digest, and has exhibited at the V&A Museum London, Brooklyn Museum, and NGV Australia as part of major Africa Fashion exhibitions, providing cultural-institutional validation that supports both wholesale sell-in and premium pricing.
AAKS firmographics
Firmographics- Name
- AAKS
- Legal name
- AAKS Limited
- Website
- https://aaksonline.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- AAKS is a Ghana-based handcraft brand producing handwoven raffia handbags, lamps, and home décor using traditional Ghanaian techniques, sold DTC via aaksonline.com and through 60+ international stockists including MoMA, Nordstrom, J.Crew, and Selfridges.
- Ownership category
- akta.pro rank
AAKS industry classification
Industry- Product category
- Handcrafted Fashion Accessories (Raffia Handbags & Home Décor)
- NAICS
- Apparel Accessories and Other Apparel Manufacturing (3159)
- SIC
- Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)
- akta.pro primary industry
- Handbags & Purses (CRAAAJAA)
- akta.pro secondary industry
- Handbags & Fashion Bags Manufacturing (IMAOAHAA)
Keywords
Where AAKS is headquartered
LocationHeadquarters
- HQ city
- Kumasi
- HQ country
- Ghana
- HQ region
- Africa
Offices2 records
Markets served
AAKS business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Direct Product Sales: Direct-to-consumer sales of handcrafted handbags, home décor items (lamps, baskets), and accessories through the company's e-commerce platform. Products include totes, crossbody bags, clutches, mini bags, and home accessories.
- Wholesale to Retailers: Wholesale distribution through international stockists and department stores. Products sold through major retailers including Nordstrom, J.Crew, Selfridges, MoMA, and 60+ other stores worldwide.
- Brand Collaborations: Collaborative limited edition products with major brands including Rag and Bone, J.Crew, Nordstrom, Brora, and others. These collaborations produce exclusive products sold through partner channels.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Handcrafted Handbags - Crossbody, Totes, Mini Bags |
| Unit Pricing | Pay-as-you-go | Home Décor - Lamps |
| Subscription | Pay-as-you-go | Digital Gift Cards |
Go-to-market motion2 records
Distribution channels8 records
Marketing channels5 records
AAKS product offering
Product offeringCore offering
AAKS designs and produces handcrafted raffia handbags (totes, crossbody, mini, shoulder bags), woven home décor (lamps, baskets, wall hangings), and accessories using traditional Ghanaian weaving techniques by an 80% female artisan workforce in Kumasi, Ghana. The company also sells digital gift cards and produces limited-edition collaborative products with global fashion and lifestyle brands.
Differentiator
Problem solved
Functional benefit
Products and services
- Handcrafted Raffia Handbags (Totes, Crossbody, Mini, Shoulder Bags) Handcrafted woven raffia handbags in various silhouettes (totes, crossbody, mini, shoulder) handmade in Kumasi, Ghana using traditional weaving techniques. Designed for conscious luxury consumers seeking sustainable artisan accessories.
- Woven Home Décor (Lamps and Baskets) Handwoven raffia lamps (Ihaya, Oude, Bella) and baskets created by artisans using traditional Ghanaian techniques. Designed for sustainable home décor enthusiasts and interior design projects including hotels and lodges.
- Digital Gift Cards Digital gift cards for the AAKS online store, available in £25, £50, £75, and £100 denominations with no expiry date, supporting gifting to conscious luxury consumers.
- Limited-Edition Brand Collaborations (e.g., Pichulik x AAKS, Courvoisier x Yinka Ilori x AAKS, J.Crew x AAKS, Rag and Bone x AAKS) Co-branded limited-edition bags, lamps, and accessories developed with global fashion and lifestyle partners. Sold through partner retail channels and AAKS site.
Quantifiable outcome
- Products in 60+ international stores
- +2 more outcomes
Companies that use AAKS
Customer profileNamed customers9 records
Segments3 records
Ideal customer profiles2 records
AAKS technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
AAKS partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered flagship, minor and core.
- PichulikflagshipCollaboration began development in 2023, creating three distinctive bags using colour palette inspired by Kejetia market in Kumasi, Ghana.
- Courvoisier x Yinka IloriflagshipCustom-made basket created exclusively for Courvoisier x Yinka Ilori collaboration 'We Found Joy'. Inspired by bees, flowers, and river in Jarnac, France. Limited to 1,000 special-edition bottles.
- Domaine La GentilhommiereminorCustom wall hangings created for boutique hotel in Ardeche, France.
- Xigera Safari LodgeminorInterior design project collaboration for luxury lodge in Okavango Delta, Botswana.
- NandosminorWeaving for Change lamps supplied to Nandos restaurants.
- Design Network Africa (DNA)corePartnership for design and export of handcrafted homeware from Africa. Created decorative accessories including totem vessels, raffia fringed wall discs, and large-sized woven wall fans. Collaboration began in 2019.
- UNHCR (United Nations High Commissioner for Refugees)coreWeaving for Change initiative creating fair and dignified work for refugee artisans in Burkina Faso. Tuareg refugee women from Mali weave lamps using traditional techniques. Supported by UNHCR with training and follow-up programs for socio-economic integration.
- Lagos Fashion Week / Style House FilescoreFashion platform showcasing emerging brands from African continent. AAKS featured at Pitti Super tradeshow in Milan through this partnership.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
AAKS competitors and assessment
Company assessmentDirect peers
- Clare V. LA-based contemporary handbag brand with strong DTC, wholesale at Nordstrom and Anthropologie, and editorial-driven positioning. Competes for the same conscious-luxury retail customer as AAKS at premium tier.
- Staud: Contemporary handbag and accessories brand with strong wholesale at Nordstrom, J.Crew-adjacent positioning, and DTC growth. Comparable mid-premium price band and stockist relationships.
- Sseko Designs: Uganda-based ethical accessories and handbag brand employing local artisans with fair-trade mission. Comparable African-continent production model, women's empowerment focus, and wholesale-to-US-department-store distribution.
- Pichulik: South African jewelry and accessories brand founded by Katherine-Mary Pichulik, also focused on handcrafted African artisan techniques. Recently collaborated directly with AAKS, signalling overlapping customer base, distribution channels, and values-driven positioning.
- Brother Vellies: New York-based luxury accessories brand handcrafted by African artisans using traditional techniques. Most directly comparable African-heritage artisan brand in the contemporary handbag/accessories space with similar positioning to MoMA, Nordstrom, and department stores.
- Raven + Lily: Ethical accessories and home goods brand partnering with artisan communities across Africa and Asia. Closely comparable fair-trade, women-empowerment mission and mixed handbag/home decor product portfolio.
- Muuñ: Specialist raffia handbag brand using natural materials, directly overlapping AAKS's core product category and material innovation. Competes in the same sustainable summer-bag niche at similar price points.
- Parker Clay: Ethically produced handbag brand manufacturing in Addis Ababa, Ethiopia with female artisan workforce. Closely comparable mission (women's empowerment, ethical production) and product (premium handbags) at similar wholesale/retail tiers.
- Cuyana: Direct-to-consumer sustainable handbag and leather goods brand competing for the same conscious-luxury consumer with similar price points ($150-400) and DTC-plus-wholesale omnichannel strategy.
Broad incumbents
- Loewe: Spanish luxury fashion house under LVMH renowned for handcrafted leather goods and artisanal weaving techniques. Establishes the upper bound of craft-led handbag pricing and demonstrates how heritage weaving can scale into global luxury.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
AAKS social profiles
Digital presenceAAKS financial estimates
Financial estimateRevenue estimate
Valuation estimate
AAKS leadership team
Management profileNumber of profiles
Profiles1 record
AAKS funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AAKS M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AAKS
What does AAKS do?
AAKS designs and produces handcrafted raffia handbags (totes, crossbody, mini, shoulder bags), woven home décor (lamps, baskets, wall hangings), and accessories using traditional Ghanaian weaving techniques by an 80% female artisan workforce in Kumasi, Ghana. The company also sells digital gift cards and produces limited-edition collaborative products with global fashion and lifestyle brands.
Is AAKS a public or private company?
AAKS is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was AAKS founded?
AAKS was founded in 2015. It employs 11 to 50 people.
Where is AAKS based?
AAKS is headquartered in Kumasi, Ghana, in the Africa region.
How does AAKS make money?
Three revenue lines are on record. Direct Product Sales are the primary driver. The others are wholesale to Retailers and brand Collaborations.
Who are AAKS's main competitors?
Direct peers on record are Clare V., Staud, Sseko Designs, Pichulik, Brother Vellies, Raven + Lily, Muuñ, Parker Clay and Cuyana. Loewe is listed as a broad incumbent.
Does AAKS have an API?
No public API is recorded for AAKS.
What industry is AAKS in?
AAKS's product category is Handcrafted Fashion Accessories (Raffia Handbags & Home Décor). Its primary akta.pro industry code is CRAAAJAA, Handbags & Purses, with a secondary code of IMAOAHAA, Handbags & Fashion Bags Manufacturing. Its NAICS code is 3159 and its SIC code is 2300.