Bed-wetting is not a common part of corporate strategic planning, but at Mouka it is central. The night-time accidents of sleeping children mark an important stage in the life cycle of the company’s consumers because it manufactures the mattresses that suffer the collateral damage.

This year Mouka will churn out 1m mattresses and it is encouraging Nigerians to upgrade their own more often – as bed-wetters become students, then newlyweds, then middle-aged back pain sufferers – while simultaneously trying to draw more first-time users into the market.