Birimian partners with Trail, commits $5 million annually to African fashion brands

By

Jennifer Braun

Published
Apr 12, 2022

Birimian announced on Monday a partnership with European asset management firm Trail Capital to further support African fashion houses and brands.

As part of the partnership, Trail has invested an undisclosed sum in Birimian, which is the first operational investment company dedicated exclusively to African luxury and premium heritage brands. 

Trail, which holds stakes in companies including jewellery brand APM Monaco, professional beauty brand Wella and digital fashion agency Mazarine, will support Birimian in its value creation strategy, by leveraging its network of partners, advisors, and key stakeholders. In return, Birimian will share their knowledge of pan-African fashion markets and designers.

Likewise, the companies will together raise funds with the aim to dedicate 5 million euros ($5.43 million) a year over the next five years in a portfolio of emerging and established heritage brands throughout the continent.

The first beneficiaries will be selected from the 10 brands participating in Birimian’s accelerator with French fashion school Institut Français de la Mode, while others will be chosen among brands that are already showing and selling their collections overseas. 

Launched in 2021, Birimian is led by Laureen Kouassi-Olsson, a seasoned executive of the African financial services and private equity industries.

Birimian launched with four brands that it supports through a combination of financing and bespoke growth strategy including Christie Brown from Ghana, Yeba from Belgium, and Loza Maléombho, as well as Simone et Élise from Côte d’Ivoire.