UAE-Based Gifting Platform CADO Bags US$4.5 Million In Pre-Seed Funding

UAE-based gifting platform CADO has raised US$4.5 million in a pre-seed funding round led by Saudi Arabia-based venture capital firm Sanabil 500, along with a German family office and several high-net-worth and angel investors.  

Founded by Leila Al Marashi in Dubai in 2022, CADO began as a three-person startup and has since grown into a regional operator with teams across the UAE, Saudi Arabia, Kuwait, and the US. In an interview with Inc. Arabia, Al Marashi, who's also the CEO of CADO, explained that the company's vision goes beyond the transactional aspect of gifting. “Our mission is simple but powerful: to redefine the global gifting industry by merging creativity, logistics, and technology into one seamless, emotionally resonant experience,” she said. 

Al Marashi attributed the new investment in CADO as a result of the strong traction and credibility that the startup had secured before it approached investors. “This round was successful because we had built tangible traction and trust before ever fundraising—more than 500 repeat corporate clients, from Valentino, TikTok, to American Express, and a proven operational model that scales across markets,” she explained. “Sanabil 500 Global and our other backers saw in CADO not just a gifting company, but a story about a female-founded luxury platform brand with scalable potential—one rooted in cultural authenticity and creative excellence from the Middle East, yet globally relevant. Their track record in scaling high-growth tech and lifestyle ventures made them the right partners at this inflection point.” 

The fresh capital will enable CADO to deepen its roots in the region and expand internationally. In Saudi Arabia, for instance, the company’s operations will focus on building a community ecosystem connecting artisans, artists, suppliers, and investors—a move Al Marashi described as key to embedding creativity and local value within its supply chain.  

Earlier this year, the company made its first foray into the US market—a step that allows it to bring its concept-driven gifting to North America. “Opening in New York marks a pivotal step—the US market allows us to serve our multinational clients locally and attract enterprise clients who value personalization and premium quality,” Al Marashi explained. “Regionally and globally, we’re seeing a convergence of sustainability, personalization, and experience. Companies are moving away from generic merchandise toward thoughtful, story-led gifts that reflect their values. A concept like CADO, which unites data, design, and cultural nuance, is perfectly placed to lead that shift.” 

Even before the pre-seed round, CADO had already captured regional attention through its appearance on the television show Shark Tank UAE, where it received an offer of US$540,000 for a 15 percent equity stake from entrepreneur and investor Faisal bin Juma Belhoul. The moment, Al Marashi said, proved pivotal in CADO’s evolution. “The experience was nothing short of transformative—sharing our vision, connecting with inspiring entrepreneurs, and showcasing how [CADO] is redefining luxury corporate gifting for some of the world’s most iconic brands,” she said. 

While the deal was ultimately not finalized, the exposure and validation from the show gave the company crucial momentum. “The journey brought immeasurable learnings, exposure, and momentum that continue to propel CADO forward,” Al Marashi shared. “That early validation demonstrated to individual and institutional investors like Sanabil 500 that CADO is both investable and scalable—a founder-led company with discipline, creativity, and momentum. The Shark Tank experience opened doors and gave us a platform to showcase how far we’d come and where we’re headed next.” 

In terms of advice for other entrepreneurs in the UAE and beyond, Al Marashi stressed that success depends on staying true to your purpose while mastering operations. “Build with clarity and conviction—know what problem you’re truly solving, and why it matters emotionally, not just functionally,” she said. “Focus early on operational excellence and brand differentiation. Gifting is a trust-based business; your product is literally the story others tell on your behalf. And finally, surround yourself with people who understand both creativity and systems—because to scale something personal, you need both art and structure.” 

Pictured in the lead image is CADO founder and CEO Leila Al Marashi. Image courtesy CADO.