It took a determined immigrant couple from Nigeria living in Birmingham, UK to build a simple van delivery service, Samis Online, which has since evolved into one of Britain’s most successful food empires.
The story of Olusegun and Oyetola Akande is a masterclass in how recognizing unmet needs, combined with unwavering determination and connection to home, can transform humble beginnings into big business.
The Humble Beginning of Samis Online
Before Samis Online became a household name among African diaspora communities, Olusegun Akande was just a man with a van, doing what many immigrants do to survive. He would tell BusinessDay, “I had a van and I would do deliveries for people”. “For instance, if you want to move your house in the UK, I did this. This is called removal, ‘Man and Van’. You could buy something online from a shop and you need someone to deliver it for you, I did the job.”
Both chemical engineers by training, the couple could have easily settled into conventional careers. But their entrepreneurial spirit wouldn’t let them accept the status quo. According to Olusegun, “we kept asking ourselves what we are doing and what more we can do. We kept asking ourselves if it’s going to be the ‘Man and Van’ business for the next 10 years.”
Having met in Nigeria before Oyetola travelled to study at the University of Birmingham, their four-year marriage provided the foundation for their business partnership. Their initial funding came from “family loans and some personal loans,” with Oyetola’s mother providing a crucial loan for their delivery van.
The Eureka Moment
The transformation began when Olusegun started delivering African food products alongside his regular courier services. “The opportunity came to get into food products just to convey properties and food products from one place to another,” he explained to BusinessDay. What started as occasional deliveries of “bags from London, few egusi, garri and drinks” quickly revealed a glaring market gap.
“At a point, we noticed people kept demanding for Africa foods and we thought that if people are asking for these frequently, it then means that there is something that is missing. It meant people don’t have a place to access these things and that was what gave birth to Samis in 2011.”
The couple’s observation was both simple and profound. In a city with a significant Nigerian population, people were traveling miles every three months to stock up on African foods. “It is like living in Ibadan and everyone has to come to Lagos to buy all their food to take to Ibadan every three months,” Olusegun analogizes.
Building the Empire One Delivery at a Time
Founded in 2011, Samis Online started as a one-stop shop for African foods in Birmingham. The couple’s vision was comprehensive: “We set up and opened up a place which we made a one-stop place to buy anything and everything African Foods.” Their store catered to the diverse African diaspora community, including “Francophone people, Congolese, Kenyans, Southern Africans, Zimbabweans amongst others.”
The business model was built on understanding their customers’ deep connection to home. When someone walked into their shop asking for cowry shells, it confirmed their belief in serving the complete African experience. “You can buy kola nuts from us in the UK and just do your baby’s naming the traditional way you would love it to be,” Olusegun proudly states.
Sophisticated Supply Chain
What sets Samis apart is their meticulously crafted supply chain that bridges continents. For dry goods, they maintain a warehouse in Nigeria where products are consolidated before shipping. “Once they have enough products to fill a container, they ship the products into the UK,” explains Olusegun.
The fresh produce operation is even more impressive. Three times a week, they receive fresh Nigerian vegetables including “pumpkin leaves (Ugwu), Efo Shoko (Lagos Spinach), Tete leaves (Green), Oha (Pterocarpus mildbraedii), Uziza (Utazi, Ukazi (Piper guineese) and afang leafs (Gnetum africanum)” delivered by air through DHL to Birmingham.
Their commitment to quality and legal compliance is unwavering. “We stay away from anything that is contraband, we ethically source our products. We got here because we don’t compromise on the quality of what we sell,” Olusegun emphasizes.
The Samis Ecosystem
Today, Samis has evolved into what Olusegun calls “Samis Group,” a diversified ecosystem of businesses:
- Samis Wholesale: The flagship physical store offering everything from dry goods to fresh meat and vegetables
- Samis Express: A mini-store format for smaller quantities
- Samis Online: Their e-commerce platform that delivers across the UK
- Pride of Africa: Their wholesale portal and private label brand
- Empress Bar and Grills: Their restaurant that offers authentic Nigerian cuisine
- Oyetty Meals: Their ready-meal business that provides frozen, authentic African dishes
Navigating Challenges
Olusegun clarified that the journey hasn’t been without obstacles. The volatile foreign exchange rates have significantly impacted their operations. “About three years ago, on average, to load one container cost about ₦7million and now it cost about ₦35 million,” Olusegun reveals. “The foreign exchange rate was ₦250 to a pound and now it is above ₦1,000 to a pound.”
Despite these challenges, he also insisted that they’ve maintained their commitment to affordability. “The effect it is having on us is that we cannot directly translate that increase to the consumers, because it will be unaffordable for them. That is one of the things that bring down a business. We try to keep our products as affordable as possible.”
A Multi-Million Pound Legacy that Is Still Growing
Today, the business that started with a delivery van is “valued within millions of pounds,” representing not just financial success but a bridge between the African diaspora and their culinary heritage. The Akandes have proven that with vision, determination and a deep understanding of community needs, immigrants can build thriving enterprises that serve both their adopted homes and their cultural identities. From van man to food empire, the Samis Online story continues to inspire entrepreneurs while nourishing the African diaspora community, one delivery at a time.
Want to Join the Ranks of Immigrant Businesses Succeeding in the UK?
The story of Sami’s Online bear witness to the entrepreneurial spirit that fuels the UK’s future. Immigrant businesses succeeding in the UK are not an exception; they are becoming the norm. They create jobs, diversify the market, bridge cultures and most importantly, redefine what’s possible.
You don’t need a million-dollar idea or a network of insiders. You need a vision, a plan and the right guidance. Whether you’re an international student with a side hustle, a permanent resident looking to formalize a craft, or a newcomer dreaming of launching a food stall, we’ve got you covered. Our complete guide covers the following:
- How to choose a business structure
- How to register your business
- How to open a business account
- Everything related to taxes, permits and licences
- How to fund your businesses and information particular to international students, residents and non-residents.
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