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HomeAfricaPleasures Magazine Rebrands as ‘The Affluenz’ in Bold New Direction

Pleasures Magazine Rebrands as ‘The Affluenz’ in Bold New Direction

The parent company, Dotmount Communications (, has provided explanations for the recent name change of the publication. The company, which originally started as a weekly soft sell 11 years ago, has evolved into a comprehensive global solutions platform that facilitates business growth.

Pleasures Magazine,, a bi-monthly luxury and business magazine, has rebranded to The Affluenz. This name change is a part of a larger strategic plan and a broader vision that encourages subscribers to “show off” as reported by Jim Waterson of The Guardian.

Published by Dotmount Communications, the luxury magazine is filled with high-end advertisements for watches, safaris, and yachts targeting its wealthy jet-set readership, making it a lucrative venture for the publication.

Over the years, Pleasures Magazine has featured global Captains of Industry, Royals, Entrepreneurs, and Leaders from various sectors across the world. Their traditional publishing division releases a unique luxury lifestyle coffee table book six times a year, playing a key role in showcasing luxury and investment opportunities in the Middle East and Africa.

Founder of the magazine, Adedotun Olaoluwa, stated that the rebrand was necessary to reflect a refreshed visual identity, product improvements, and an all-encompassing vision for future publications. The new name, THE AFFLUENZ, signifies luxury, wealth, opulence, and substance.

Despite the rebrand, the magazine will continue to focus on “optimism, pleasure, and beauty”, staying true to its hedonistic nature. The essence of Pleasures will remain intact while showcasing a deeper meaning of luxury and affluence.

The magazine is highly competitive, with the website revealing that it has reached over 2,000,000 of the World’s Wealthiest individuals through its Print and Digital Mediums.

Established by Adedotun Olaoluwa in 2011, Pleasures magazine is distributed in 103 countries, with offices in Abu Dhabi, Zurich, Milan, Riyadh, Abuja, Accra, London, Johannesburg, Nairobi, New York, and Lagos.

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Distributed by APO Group on behalf of Dotmount Communications.


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