How a foreign student found a retail business and brand in Germany.

by Bright Masocha

My name is Bright. I am the founder owner of German-based Eletinaco businesses. I am a PhD student at the University of Cologne and a recent immigrant from Zimbabwe. We have been in this business since June 2020 selling various products on,, and other platforms.

Eletinaco was born out of the need to suppliment income as a student. I am currently running this business at the same time working on my doctorate. Eletina is my wife, who has inspired me to have the courage and strength to start this business. As a foreigner and unable to speak german very well, we wanted a business that allows us to work from home have time for other things. We did not have a lot of capital and storage space so we started from home where we are still based now. Eletinaco is a women's fashion shop that is based in Germany but have recently started shipping to North America, Australia and the rest of Europe. But since the beginning of eletinaco, we have tried to sell different other items untill we settled on women's fashion products. We have recently introduced Eletinaco brand.

We source unique products from reputable suppliers. We have recently introduced Eletinaco Brand which is going through the licencing process. Our shop, is populated with high quality jeans, dresses, bottoms, jumpsuits, etc, that are hot selling and almost 0% return rate. Mostly made of cotton and other environmentally friendly raw material we are proud to be some of the few companies who are concerned with our envionment. Because our business is in its infant stage, we physically control all products before being shipped.

Our customers are in love with our products. We have a high return rate and we are tipped on most orders. One of our customers said that " Better quality than what we bought for twice the price", and this is our aim to be more affordable but keeping premium product quality.

At Eletinaco our main goal is customer satisfaction, we value quality delivery. We offer fast and free international shipping, hassle-free returns within 14 days in Europe and 30 days for international shipments. Our products are well packaged and securely shipped. We offer just the best services in the business.

It was hard at first getting into the market, accessing credit and navigating the processes related to company registation, among other issues.

We had our first  interview in September 2021 and can read our search funding here.  You can also read our story here.