African online shopping website Jumia has launched an in-house fashion label called FTC Apparel for the Moroccan market.

Jumia, which is owned by Africa Internet Holding, is an online shopping site where customers can shop for the widest selection of items and have them shipped directly to the home or office.

Jumia operates in four other African countries including Nigeria, Egypt, Kenya and Ivory Coast. The FTC Apparel label is planned to become available in these markets later in the year.

The FTC Apparel, which is the online retailer's first in-house label, is planned to include a womenswear collection with a mix of ‘cutting-edge and up-to-the minute’ pieces, says a statement.

“At JUMIA, our goal is to constantly provide the African market with the most convenient access to on-trend and affordable fashion,” said Jeremy Hodara, co-founder of Africa Internet Holding.

“Creating an in-house label was an obvious next step for us as a company, and we have a team of incredibly talented, passionate and creative designers who have done a fantastic job on this first capsule collection,” said Hodara.

It was further revealed that an FTC Apparel’s men line-up that covers a wide-range of designs is also planned to be launched soon.