Welcoming the global elite to VIVIDPRIVE – the new African luxury portal that caters to their every whim

Cape Town, May 2019. This month sees the launch of an exciting new African luxury platform called VIVIDPRIVE – a private luxury advisory and concierge service for the world’s well-heeled whenever they find themselves in Africa – whether they call Africa home, or visit it for business or leisure. With a rich online content platform, their luxury experts advise, guide and connect the world’s most discerning individuals with the world’s most exclusive and trusted luxury experiences, products and services available in Africa and the surrounding Indian Ocean Islands.


Their global network of ‘invitation only’ ultra-high-net worth individuals who have either relocated, own summer houses, or travel to Africa regularly for business or pleasure, trust them because of their experience and long-standing relationships within the luxury industry. Their track record and understanding of the world of luxury gives members the ultimate insider’s guide to the most exclusive experiences and the rarest of luxury products in the world.


Falling under the newly formed African Deluxe Group and founded by South African luxury entrepreneur Anina Malherbe-Lan, VIVIDPRIVE is the culmination of her 23 years of experience in the luxury, jewellery, tourism and fashion industries; and her partnership with South African entrepreneurs Ben Moseme and Sandile Dlamini. The new partnership allows VIVIDPRIVE to have a multi-city footprint with a rich resource base. Anina’s vast experience in assisting with the strategic African market entry and South African growth of many of the world’s top luxury brands such as Gucci, Patek Philippe, Bentley, Burberry, Jimmy Choo, Crystal Cruises and many more through VIVIDLUXURY, the agency she founded 12 years ago, provided exactly the foundation and the relationships that were needed for VIVIDPRIVE to be brought to life and thrive in the African luxury space.


VIVIDPRIVE can best be summed up as a curated, private concierge and online content hybrid, which connects the world’s most discerning UHNWIs (ultra high-net worth individuals), with the world’s most exclusive luxury experiences, products and services available in Africa. The platform includes a membership process offering a next generation personalized concierge service, combined with a curated lifestyle content portal, and a luxury online store to follow during the phase 2 rollout. The portal’s UHNW members originate from a myriad of source countries – South Africa, Nigeria, France, Germany, Austria, Switzerland, Mauritius, Russia, the UK, and the USA to name a few and will cover all major African countries and Indian Ocean Islands, starting with South Africa. The company’s services extend globally covering all the lifestyle and investment needs of its members, including travel, wealth management, property investment, investment watches, jewellery, bespoke fashion, haute couture, leather goods, health & beauty and, essentially, any ‘money can’t buy’ experience or product one can think of.


“At VIVIDPRIVE it’s all about our reputation, the trust our members have in us, and being connected and in the know. For our expert team at VIVIDPRIVE, luxury is in every detail; luxury is bespoke… If you can dream it, VIVIDPRIVE can deliver it”, says Malherbe-Lan


Another African Deluxe Group entity – African Deluxe Company, specializes in the conceptualization, production and marketing of exceptional polo, music and lifestyle events, which it plans to roll out in the last quarter of 2019 and 2020. VIVIDPRIVE members get exclusive access to and hospitality at all African Deluxe events in South Africa, along with the most iconic events globally, whether it’s the Monaco Grand Prix, Wimbledon or Paris Fashion Week, to name a few.


Under the African Deluxe Group, VIVIDPRIVE plans to launch its offering to the international travel market at IMEX Frankfurt as part of the South African Tourism Pavilion between 21 and 23 May 2019. With more than 3,500 exhibitors expected from over 150 countries, there is no better platform to introduce VIVIDPRIVE to the world’s most renowned luxury travel companies, and show Africa’s readiness to service the world’s elite.


For more information on VIVIDPRIVE, visit www.vividprive.com, or email info@vividprive.com

For media queries, please contact:

Amber April

PR Account Manager

+27 (0) 21 465 2312

+27 (0) 72 917 1029



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