Cape Town, May 2019. The South African entrepreneurs behind the African Deluxe Company, has just announced their new partnership to the public after months of preparation behind the scenes. African Deluxe Company will be revealing its portfolio of iconic luxury lifestyle events at one of the world’s biggest travel and incentive trade shows – IMEX Frankfurt – next month, which will include a focus on polo, sailing, music, the arts and luxury lifestyle.

The show will take place at Messe, Frankfurt from 21 – 23 May 2019, with 3,500 exhibitors expected from over 150 countries.

The African Deluxe Company is made up of three industry veterans in the African luxury events, advertising and communications industries. The management team has a combined 60+ years of experience in conceptualizing and managing stellar international-level events, and their mandate is to offer unique experiences and event platforms to high-net worth audiences in a compelling way. To that end, the African Deluxe ‘dream team’ has conceptualized a series of recurring annual luxury event experiences across major South African cities such as Cape Town, Joburg, Durban, Bloemfontein, and the much loved Cape Winelands amongst others, which it plans to roll out during the second half of 2019 and 2020.

It is a partnership that is not only multi-talented but also committed to pushing the envelope in order to offer the most cutting-edge events the South African market has ever seen.

The company’s 3 partners are Anina Malherbe-Lan, seasoned luxury entrepreneur and founder of VIVIDLUXURY, an agency that has been strategic in launching and growing many of the world’s top luxury brands on the continent over the last 12 years, the likes of which include Gucci, Jimmy Choo, Patek Philippe, Bentley, Fairline, Crystal Cruises, Belvedere, and many more. Anina also co-founded prestigious annual luxury polo event Veuve Clicquot Masters Polo Cape Town, now in its 10th year, and which will be added to the African Deluxe portfolio from 2020.

The second partner is Ben Moseme, a serial entrepreneur, who is amongst other things the founder of C-Squared Group, a 360-degree marketing solutions and infrastructure company with offices in Bloemfontein and Joburg, and which has successfully produced major events like the Macufe Music Festival, the annual SA Sports Awards and Soulful Sounds, to name a few.

The third partner is Sandile Dlamini, a KZN based marketing entrepreneur with vast experience working for FIFA, Tourism KwaZulu-Natal and Mpumalanga Tourism, and is the owner of event & marketing company Anzomode. Sandile has a formidable track record in stakeholder relations, logistics and large scale tourism-related events.

The team’s experience and individual resources are extremely complimentary and their focus lies in creating large-scale international-level luxury events for FTSE100 sponsors, luxury enterprises and government organizations that attract a well-heeled global clientele who travel the world to attend iconic destination events, whether it’s the Monaco Grand Prix, Wimbledon, Paris Fashion Week or the Cannes Film Festival.

African Deluxe events attract local, Pan-African and even global A-list celebrities, HNWIs, VIPs, influencers, media and ‘captains of industry’ from around the continent. Events such as theirs greatly increase awareness about the country or city as a high-end holiday or business travel destination. Showcasing South Africa through high-end events like the Veuve Clicquot Masters Polo confirms our readiness as a country to attract and entertain the world’s crème da la crème. This in turn filters down to the mass market, increasing awareness and the desire to travel to South Africa. The world of celebrity influencers has become a powerful tool in influencing and educating international markets as well, and plays a pivotal role in the African Deluxe events strategy.

It is the African Deluxe Company’s mandate to increase awareness and attendance from key source markets for South Africa, particularly the US, UK, Germany, Nigeria, Angola, Ghana, Kenya, Dubai and beyond.

Picture a uniquely international VIP polo experience against the backdrop of the sun setting against the vine dotted Simonsberg mountains; where guests not only get to mingle with the who’s who, but also experience a ‘money can’t buy’ day of luxury lifestyle experiences in the picturesque Cape Winelands – one of our biggest tourism attractions. Combine that with an incredible opportunity for business networking and entertainment, and you have a recipe for success. As an example – In South Africa, the Veuve Clicquot Masters Polo Cape Town has become the place where dealmakers and tastemakers meet to ink new deals, forge relationships and show off their status in society, where they can ‘see and be seen’. But the African Deluxe portfolio is not only about polo, they also apply their unique formula for success to other lifestyle industries such as the world of sailing, music and the arts, all with the African Deluxe signature touch.

The exquisite platforms that the African Deluxe Company offers is both aspirational and desirable. 
Events like these capture guests’ attention for hours, and the compelling line-up of entertainment and luxurious hospitality that the African Deluxe team brings to their events create an ideal platform to build and solidify existing client or sponsor relationships and/or develop new relationships. Relationships are the key to future business growth after all.

More information about the African Deluxe Company portfolio will be shared soon. For anyone attending IMEX Frankfurt, you will get a chance to engage with one of their management team members their exhibition stand, who will talk you through their portfolio and offering, with some additional news to be shared about new sister company VIVIDPRIVE too.

For more information about the African Deluxe Company, visit For more information about IMEX Frankfurt 2019, visit #IMEX19