Miracle Moses Onuoha is the CEO of The Fluidé Company Ltd., a thriving bedding, bath, home goods, and wellness brand based in Lagos and Abuja, Nigeria. After the pandemic, Onuoha turned his love for creating a comfortable home into business. Dedicated to building a community of health-conscious individuals who prioritise their wellness while cherishing and caring for their homes, Fluidé Homes continues to thrive. In this interview with IFEOMA OKEKE-KORIEOCHA, Onuoha take us through his journey of founding Fluidé Home, as well as challenges and success stories.
Tell us about Fluidé Home and would you really say you have been able to realise your vision for the company since you commenced operations in 2020?
At Fluidé Homes we see sleep as a force that changes the game. Quality sleep has the ability to reduce stress, improve one’s mood and lower risk for health problems. That is why, since our inception in 2020, our vision has been to provide products that promote comfort, aesthetic appeal, aimed at enhancing the living spaces and overall well-being of our customers. While we have made significant strides in realising this vision, there is always room for improvement and innovation.
Take us through the journey of founding Fluidé Home. At what point did you decide that you would set up Fluidé Home and why?
I like to think Fluidé is personal. It is a reflection of the kind of things I like, things that inspire me and
those I hope for. I am quite introverted, my home is a place where I store up my energy so I do my best to make it very comfortable and functional.
However, it was after the pandemic I turned this love into business. I realised there was a gap in the market for products that combined comfort and functionality. In 2020, amidst the global pandemic, it became clear that people’s homes had to serve multiple purposes—office, gym, school, and sanctuary. This was the pivotal moment that inspired me to create a brand that would cater to these diverse needs, providing products that promote both physical and mental well-being, and to make the home a comfort haven.
Four years down the line, what have been the challenges and success stories?
The last four years has been very defining for us, all the teamwork has led us here. We are opening our
second store in four years, that means we have built despite how challenging the clime is. We have faced
several challenges, including supply chain disruptions, unstable economy, forex and market competition.
However, these challenges have been instrumental in shaping our resilience and adaptability. On the success side, I am grateful for Team Fluidé, a team of committed people who believe in the Fluidé dream and are putting in the work to see that the idea scales. Together we are building a community of wellness lovers, we are also committed to quality and customer satisfaction. Our greatest success story is the positive impact we have had on our customers’ lives, being in their homes and helping them create spaces that enhance their well-being.
With the services you provide, how do you promote quality sleep, healthy living, and overall wellness?
Our idea is to create products that are not only functional but also inspire a sense of peace and harmony in the home. At the core of our product design and creation is quality, simplicity, functionality and calming aesthetics which help reduce stress and enhance relaxation. We want our clients to use our Down Pillow and feel like they’re floating through clouds so that they can relax and have an enjoyable home
experience.
Who is your target market and why?
Our target market includes individuals and families who value quality, comfort, and aesthetic appeal in their living spaces. This demographic spans young professionals, homeowners, and wellness enthusiasts who are looking for products that enhance their daily lives. We also partner with hostels, hotels and some short rentals to design and supply beddings and amenities customised to their preference, brand message and budget.
Considering the economic downturn, how do you tailor your services to low-budget clients and yet not compromise on quality?
We understand the financial constraints especially in this season when the economy is not smiling with
anyone. To address this, we offer a range of products at various price points without compromising on quality. For example, we have different collections of bedsheets and at different cost. We have the Almeria and Deluxe collections that are quite upscale and the Essence and Turin that are not as expensive and sometimes, we also offer periodic promotions and discounts to our return clients. Our goal is to make our products accessible to a wider audience while maintaining our high standards.
How do you source your products and raw materials?
We source our products and raw materials from trusted suppliers locally and internationally. We enjoy and prioritise partnerships with local manufacturers, however because of some quality restrictions here in Nigeria, we now work with seasoned manufacturers in Europe.
Is the current foreign exchange rate and scarcity affecting your business? If yes, how do you navigate this major challenge?
The devaluation of the naira that happened in 2023 really threw a punch. It destabilised the market, our access to forex, caused inflation and reduced the purchasing power of people. We also understand that the business is not the only entity that was hit, its people too, the people make up the team. So, what we did is to focus more on the welfare of the team, we did some restructuring, increased salaries, made some positions more hybrid to help reduce cost of transportation so that our people can cope better with the increased cost of living. We believe that if the workforce is happy, the business will survive any challenge it faces.
How do you combat fast fashion and consumption trends in the home and decor industry?
At Fluidé we spend our time doing the work. For us it is not just a product, it is creating a way of living. We curate the finest home goods for a reason. Our products are designed to have quality, functionality,
durability, reducing the need for frequent replacements. We emphasise through our correspondence on social media and our platforms, the importance of timeless design, quality craftsmanship – these are the qualities of Fluidé products. We also educate our customers on the benefits of investing in high-quality items that offer long-term value and sustainability.
How do you prioritize eco-friendly materials?
At Fluidé Homes, we are acutely aware of the global environmental impact the textile industry has, such
as the use of natural resources, water and energy consumption, waste, and chemical pollution. Of the world’s total water usage, the textile industry consumes about 10 percent, contributing to the depletion of water resources and environmental problems.
Prioritising eco-friendly makes sense to us, as they use less energy and water, produce less waste, and
use resources more efficiently. Although we so far have only sourced cotton textiles for our products, we are constantly on the lookout for innovative and environmentally friendly products – such as textile made from bamboo, hemp, linen and banana leaves – to meet the increasing demand for sustainability among our customers, which are becoming more and more aware of these issues. Therefore, being able to provide the best and the most sustainable textiles will become more and more essential in order to meet consumer demand.
What are your expansion plans?
With the store opening in Abuja, we are pleased to bring the Fluidé experience closer to our clients in the Capital and in the Northern parts of Nigeria. We will continue to broaden our product range to include more wellness-oriented items and enter new markets both domestically and internationally. We are also exploring collaborations with other brands and designers to bring innovative products to our customers.
Additionally, we plan to expand our online presence to reach a wider audience and make our products
more accessible.
Where do you see Fluidé Home in the next five to 10 years?
In the next five to ten years, I envision Fluidé Home as a leading name in the home decor and wellness industry, known for our commitment to quality, innovative products that are sustainable, and continues to enhance the lives of our customers. Our ultimate goal is to be a trusted brand that people turn to for creating spaces that promote health, happiness, and well-being.
