UAE-Based Luxury Luggage Brand Armoir Raises US$500,000 In Seed Round

Armoir, the luxury luggage brand drawing inspiration from classic French wardrobe trunks, has secured US$500,000 in a seed round led by the Oryx Fund of the UK-headquartered venture capital firm, Salica Investments.   

The round also saw participation from Plus VC, a MENA-focused venture capital firm, and prominent international angel investors. It follows initial backing from Chalhoub Group, the region’s largest luxury retailer, through its Greenhouse accelerator. The funding process was supported by Dopamine, a growth advisory firm, which will continue as a strategic advisor and long-term partner to guide Armoir’s growth trajectory and market reach. 

Founded by serial entrepreneur Martial Dahan in the UAE in 2024, Armoir set out to fill a gap in the premium luggage market by offering high-end products at more attainable price points. The fresh capital will be used to introduce Armoir’s new collections, expand its presence across the MENA and Europe, and grow the team to advance design innovation, customer experience, and global expansion.  

Speaking with Inc. Arabia, Dahan, who also serves as the CEO of Armoir, reflected on the factors that attracted investors to the company. “First, our pre-order campaign was a clear signal," he said. "We sold hundreds of units before even producing the first suitcase, which proved demand. Second, we had early backing from Chalhoub Group, the largest luxury retailer in the region, which gave new investors a strong layer of trust. Third, and most important, we built a product that speaks for itself. We spent nearly two years on development, took no shortcuts, and created a level of craftsmanship you can feel the moment you touch it."  

Investors also saw promise in what Dahan tells us is Armoir’s defining edge: occupying a niche in the premium luggage market. “We have a very ambitious vision," Dahan said. "Our goal is to become a real global challenger in premium luggage in a market that has been underserved. With this new backing, we now have the runway to scale marketing, expand distribution, and grow our product line while staying true to the DNA of the brand.” 

A sampling of the Armoir collection. Image courtesy Armoir.

And that DNA, he explains, lies in part in positioning the brand at the intersection of luxury and direct-to-consumer (D2C) challengers. “When we buy luxury, we are not just buying an object," Dahan explained. "We are buying heritage, quality, design, and the overall experience. Traditional houses have spent decades, even centuries, building that heritage, and that is what allows them to command such price points. D2C challengers are the opposite: they are new players, often more aggressive, but they cut corners on craftsmanship."

“Armoir exists right in between," Dahan continued. "We take strong inspiration from French heritage and build at the highest level of quality, which connects us to the DNA of luxury. At the same time, we are a young brand, so we need to be aggressive with our price point, just like any challenger. The result is a product that delivers true luxury quality at a more accessible price, something that can enter people’s lives and not just sit as an aspiration.” 

With Armoir already selling across both Europe and the MENA region, Dahan has clear priorities when it comes to new markets he wants the brand to explore. “In the MENA, the UAE and Saudi Arabia are the natural priorities, because they are hubs where travel and luxury come together, and we are already distributing across the wider GCC," he said. "We are also in discussions to expand into North Africa,” he said. “In Europe, we already ship widely, but France and the UK are at the top of the list. France, for the cultural connection to our inspiration, the classic French trunks, and the UK, because it is one of the strongest luxury retail markets globally. These are the pillars we are building on before expanding further.” 

For other entrepreneurs aiming to build a global consumer brand from the MENA, Dahan emphasized that putting scale front and center can help shape a brand’s journey from the very beginning. “There is no perfect playbook, but one thing is clear," he said. "You need to build something that is globally relevant from day one. Many regional success stories have struggled when trying to expand abroad because their positioning was too local. My advice is to leverage the speed, ambition, and resources available in the region, but create a brand that can stand on its own in Paris, London, or New York. Do not try to imitate. Build something unique, with a point of view that the world has not seen before. That combination of local energy and global ambition is where we believe the real opportunity lies."

Pictured in the lead image is Martial Dahan, founder and CEO of Armoir. Courtesy of Armoir.