# Brimore Holding

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/brimore-holding-b-v

- Industry: Internet
- Headquarters: Cairo, Egypt
- Website: www.brimore.com
- Total disclosed funding: $26M
- Latest round: Series A (Jan 31, 2022)
- Investors on record: 11

## About

Based in Egypt, Brimore Holding B.V. operates a unique distribution model that connects manufacturers with consumers via a network of independent sellers, enhancing access to consumer goods throughout the region.Brimore Holding B.V. focuses on connecting manufacturers directly with consumers through independent sellers. Founded in 2017 and headquartered in Cairo, Egypt, the company has successfully completed 4 deals. The latest funding was a Series A round of USD 25.00 mn raised on January 31, 2022, with participation from notable investors including Algebra Ventures, Disruptech, Endeavor Catalyst, and International Finance Corporation. The company was co-founded by Ahmed Sheikha and Mohamed Abdulaziz, who serves as the CEO.Brimore specializes in a unique distribution model that connects manufacturers with consumers through a network of independent sellers. Their core offerings encompass a diverse range of consumer goods, including personal care products, household items, and food and beverage items. The company’s services facilitate a social commerce approach, empowering local sellers to promote and sell products directly to their communities. This model not only caters to individual consumers but also supports small businesses looking to expand their reach without the overhead of traditional retail. Brimore operates primarily in the Middle East and North Africa regions, aiming to address the gaps in access and affordability in these markets, thus enhancing the shopping experience for end users.Brimore generates revenue through a multi-tiered transaction structure that includes direct sales to consumers and partnerships with local sellers. The company employs a commission-based model where independent sellers earn a percentage of each sale, thereby incentivizing them to engage with potential customers effectively. Revenue is derived from the sale of its flagship products, which include a range of essential consumer goods that are priced competitively to appeal to a broad demographic. Transactions typically occur through mobile platforms, where sellers manage their sales and customer interactions, streamlining the purchasing process while maximizing reach. This approach allows Brimore to establish a sustainable revenue stream while fostering community engagement and economic empowerment among local sellers.In January 2022, Brimore Holding B.V. raised USD 25.00 mn in Series A funding, co-led by International Finance Corporation and returning investors. The company plans to utilize this funding to expand its product offerings, grow its network of suppliers, and accelerate its expansion across Africa. Specific markets targeted for this expansion are yet to be detailed, but the focus will be on enhancing availability and affordability of products in the region.

## Funding rounds

- Series A, Jan 31, 2022, $25M — International Finance Corporation, Endeavor Catalyst, Fawry Banking & Payment Technology Services Ltd., Endure Capital, Algebra Ventures, Vision Ventures, Disruptech, Khwarizmi Ventures, Flourish Ventures
- Seed, Apr 2, 2019, $0.8M — 500 Global, Flat6Labs, Endure Capital, Algebra Ventures

## Investors

- 500 Global (https://capitalatlas.ai/funds/500-global) — Seed
- Flat6Labs (https://capitalatlas.ai/funds/flat6labs) — Seed
- Endure Capital (https://capitalatlas.ai/funds/endure-capital) — Seed, Series A
- Algebra Ventures (https://capitalatlas.ai/funds/algebra-ventures) — Seed, Series A
- International Finance Corporation — Series A
- Endeavor Catalyst (https://capitalatlas.ai/funds/endeavor-catalyst) — Series A
- Fawry Banking & Payment Technology Services Ltd. — Series A
- Vision Ventures — Series A
- Disruptech (https://capitalatlas.ai/funds/disruptech) — Series A
- Khwarizmi Ventures (https://capitalatlas.ai/funds/khwarizmi-ventures) — Series A
- Flourish Ventures (https://capitalatlas.ai/funds/flourish-ventures) — Series A