Ethiopia is fast emerging as one of Africa’s hottest investment destinations. See our most read article of 2025, Ethiopia is the country to watch in 2025, for more details. With double-digit GDP growth over the past decade, a booming young workforce, and sweeping economic liberalisation, the country is rewriting the rulebook on opportunity. Yet for all that buzz, navigating Ethiopia’s maze of regulations, regional variations, and nascent infrastructure can leave even seasoned investors unsure where to begin.

Following our article, ONGOLO was approached by LA ROUGE TRADING PLC to showcase how they can support local and international investors:

1. When was LA ROUGE founded, and what inspired the creation of the company?

LA ROUGE TRADING PLC was founded in 2024, bringing together several Ethiopian and international companies providing advisory services in research, branding, communications, human capital, and infrastructure. The idea was to consolidate these services under one umbrella to create a stronger, more versatile organization capable of supporting market entry and business growth. The turning point came when a French investor joined as a partner, providing capital and confidence to launch LA ROUGE officially.

2. Can you tell us about your core team? What expertise do they bring?

Our board includes senior professionals with experience in banking and finance, telecommunications and infrastructure, marketing, research and talent sourcing. The five board members are: Tadesse Gashaw, Israel Shiferaw, Yemichu Tadesse, Yoseph Abegaz and Lucy Tesfaye.

The company is co-owned by Zelalem Hallemichael and Zelalem Sisay, who serve as the CEO and COO, respectively. Mikiyas Dawit serves as the Manager and there are 16 other team members. Team members bring 15–20+ years of experience in finance, feasibility studies, and infrastructure projects, making us a trusted partner for both local and international clients. 

In addition to our in-house HR and Finance team, we operate a flexible workforce system through our dedicated employment platform, Sira Bridge. This initiative allows us to access a wide network of skilled and semi-skilled workers who can be deployed on-demand based on project needs.

Through Sira Bridge, we support companies facing shortages of trained employees by matching them with qualified job seekers for both temporary and long-term roles. Whether it’s for marketing campaigns, administrative support, logistics, fieldwork, or sales activation, we ensure that our clients can scale their teams quickly and efficiently with vetted talent.

3. What services do you offer around market research and market entry support?

We provide end-to-end market research and market entry support services tailored for both local and international companies seeking to establish or expand operations in Ethiopia. Our approach is hands-on, data-driven, and focused on reducing risk while unlocking real opportunities.

Our services include:

• Market Research & Feasibility Studies: sector analysis, consumer behaviour, feasibility studies, regulatory environmental reports, and risk assessments.
• Site Scouting: strategic location advisory, telecom and infrastructure acquisition, negotiations with landowners, and logistics analysis.
• Licensing & Compliance: company registration, work permits, and ongoing regulatory liaison.
• Talent Support: recruitment, HR setup, outsourcing support via our gig platform.
• Business Development: B2B matchmaking, introductions to distributors, and stakeholder engagement.

4. Could you share examples of past projects that showcase your impact?

We are the official agent for Temer Properties, a modern property developer offering premium housing and commercial spaces in Ethiopia. Recognizing the strong demand from the Ethiopian diaspora, we are helping Temer reach buyers abroad especially through our trusted networks in France, where our team works closely with the Ethiopian community.

As their agent, we support potential buyers from Europe who are interested in owning property in Ethiopia by providing trusted information, guiding them through the purchasing process, and ensuring that their expectations around transparency, legal clarity, and quality are fully met.

This partnership reflects our strength in connecting international demand with local supply making it easier for diaspora clients to confidently invest back home through a reliable and structured process.

Another example of our collaborative impact is our engagement with Virtual Equb Financial Technologies, the company behind the Virtual Equb platform, which digitizes Ethiopia’s traditional Equb savings system. As an emerging fintech player, they needed strategic input on user trust, adoption behavior, and cultural alignment to strengthen product-market fit.

We supported them by conducting qualitative user research and behavioral analysis across diverse demographic groups in Addis Ababa and key regional towns. Our work helped them understand user expectations around financial transparency, group dynamics, and digital trust. Based on our insights, they were able to improve onboarding flows, adjust messaging strategies to appeal to first-time digital savers, and design features that better reflect the values embedded in traditional Equb systems.

This partnership illustrates our strength in bridging cultural context and digital innovation. We are enabling fintech companies like Virtual Equb to scale user adoption while remaining grounded in Ethiopian community values.

5. How do most clients find LA Rouge? Do you work with local or international firms?

Most clients come through referrals, networks, and partnerships. We support both local companies and international firms already active in Ethiopia—providing market research, compliance, distribution, and recruitment services. Increasingly, we are working with firms still in the planning stage, offering complete market-entry support before they set foot in Ethiopia.

6. Which sectors in Ethiopia are attracting the most interest?

• Manufacturing: Ethiopia’s import dependency has triggered interest in agro-processing, construction materials, textiles, pharmaceuticals, machinery and light equipment. The government has built numerous industrial parks across the country to attract and facilitate manufacturing investment, providing ready-made infrastructure and incentives.
• Green Transport: With restrictions on the import of fuel-based vehicles, demand is growing for electric vehicle (EV) assembly, servicing, and charging infrastructure. This aligns with Ethiopia’s national strategy for green energy and climate resilience.
• Banking & Financial Services: Liberalisation is opening the door to foreign banks in an underbanked market, creating opportunities for early movers. Foreign banks that enter early will have the chance to introduce innovative banking models and digital services, form strategic partnerships with local financial institutions and support foreign investors already operating in Ethiopia.
• Agriculture: Employing 65% of the population, agriculture offers potential for modern technologies, agri-processing, and food security initiatives. the sector receives support from the government and donors.
• Mining: Untapped reserves of gold, emeralds, opal, and industrial minerals present long-term opportunities.

7. Which Ethiopian regions are under-explored but full of potential?

Industrial hubs like Adama and Bishoftu (Electric Vehicle and Industrial Development), Dire Dawa and Harar (Manufacturing and Logistics), Hawassa and Kombolcha (Industrial Production) already attract investment. Emerging areas include:

• Southern cities (Hawassa, Arba Minch, Wolaita Sodo) for agribusiness and tourism.
• Debre Birhan for manufacturing near Addis Ababa.
• Jimma and Nekemte for coffee, spices and herbal exports.
• Bahir Dar and Lake Tana for irrigated agriculture, aquaculture and agro-processing.
• Mekelle and Shire for mining and renewable energy.

While infrastructure and political stability vary, regions with young populations offer strong labor potential.

8. What do new entrants often underestimate when coming to Ethiopia?

Many underestimate:

• Rapid policy changes and inconsistent implementation.
• Regional security and stability differences.
• Lengthy bureaucratic processes for licenses, land, and customs.
• The importance of trusted local partners and networks.
• Informal systems of influence and relationship-based decision making.

9. How does La Rouge stay up to date with policy and market trends?

We leverage strong government networks, in-house research, and ongoing engagement with leading firms. Our team monitors official publications, while field staff provide real-time intelligence from projects across Ethiopia. This blend of formal and informal channels ensures we give clients timely, actionable insights.

10. What are your ambitions for the next few years?

• National Expansion: extend research, talent sourcing, marketing services and location scouting across Ethiopia.
• Digital Platforms: scale in-house tech and affiliated software companies. We are investing in innovation that supports job creation, operational efficiency, and digital transformation both in Ethiopia and globally.
• Export Growth: move into agricultural exports and digital services across Africa. 
• Government & Industry Collaboration: deepen ties with regulators and chambers of commerce.
• Responsible Investment: facilitate ethical partnerships between foreign firms and local talent.

Our ultimate goal is to grow into a globally recognised brand rooted in Ethiopia, known for connecting local insight with international best practice and helping shape a digital, opportunity-driven economy.

Disclaimer: ONGOLO supports African companies by profiling their businesses and services. However, the article should not be taken as an endorsement. ONGOLO has not worked with LA ROUGE or its team members. Any prospective clients should do their own due diligence.