Where We Work: LELEADER GROUP’s Reach Across 18 Nations
When we started LELEADER GROUP in Benin, we didn’t set out with a map in hand, plotting dots across borders.
We began locally—working with nearby partners, listening to community needs, building trust one project at a time. And slowly, sometimes unpredictably, opportunities began to pull us outward.
Today, we operate across 18 countries, with supply chains, trading relationships, logistics corridors, and business development partnerships extending from West Africa to Southern Africa and even into Asia. It’s not just a point of pride—it’s a reflection of how interconnected the world has become.
But perhaps more importantly—it’s a lesson in adaptability.
A patchwork, not a blueprint
Each country we serve has its own rhythm. Trade norms. Border protocols. Cultural expectations. What works in the Port of Cotonou might not work the same way in Kinshasa, or in Windhoek, or in Lusaka.
Let me be honest—it took us a while to adjust. In the beginning, we assumed success in one country could be duplicated copy-paste elsewhere. That didn’t hold up.
Take DRC, for instance. Our logistics operations there required a completely different staffing model. Infrastructure is improving, yes, but the challenges of road access, customs harmonization, and even fuel supply meant we had to be more flexible. More patient. More present.
Or in Namibia—where our expansion through Leleader Business Namibia has focused heavily on localized sourcing and staff development. There’s a premium there on accountability and legal clarity, which we’ve come to appreciate deeply.
So while we can say “we’re in 18 countries,” the truth is—we’re in 18 different conversations. And we treat each accordingly.
The obvious reason? Demand. As our trading and logistics networks grew, clients asked for support in new regions. If a Cotonou-based company wanted to export to Botswana, we didn’t want to say, “sorry, that’s outside our scope.”
But beyond that, we expanded because of relationships. Sometimes a single trusted partner opens the door to a new country. Sometimes a local entrepreneur brings us in on a pilot project that grows unexpectedly. We don’t always lead the expansion—sometimes we follow.
That humility has served us well.
What it means to operate across borders
Working in 18 nations means:
Navigating 18 sets of regulations
Managing multiple currencies and FX risk
Hiring and training across different legal systems
Understanding logistics pain points unique to each region
And yes, learning to communicate across languages, customs, and time zones
It’s a lot. But it’s also what makes the work meaningful. We don’t believe in a “one-size-fits-all” model. We believe in contextual thinking—and that’s something we try to bring to every project.
Anchoring in Benin, staying global
No matter how far we grow, our roots stay in Benin. That’s where LELEADER began, and it’s where much of our strategy is still shaped. But that doesn’t mean we operate in isolation.
Being nominated for the 2025 Go Global Awards, taking place this November in London and hosted by the International Trade Council, has reminded us of the scale of what we’re part of. This isn’t just about awards. It’s about joining a global network of businesses that are solving real problems—across continents, sectors, and cultures.
It’s a gathering of peers, not competitors. A place to share ideas. And maybe, to map out the next 18 countries—together.
We don’t have a fixed goal of “how many countries” we should be in. That’s not the point.
Our focus is impact. Efficiency. Reliability. If entering a new region helps us serve better—whether in trading, logistics, manufacturing, or finance—we’ll explore it. If not, we’ll stay where we can make the most difference.
But one thing is clear: operating across Africa and beyond has taught us that regional trade is not theory. It’s real. It’s active. And it’s full of potential.
Our job is to keep building the bridges that make it possible.
A few of the countries we currently operate in:
Democratic Republic of Congo
Each has a story. Each has shaped who we are.
And we’re just getting started.
