Birimian and Trail team up to support African fashion houses and emerging premium brands
Birimian (https://BirimianVentures.com), the leading operational investment firm dedicated to emerging African heritage brands, and Trail, the European asset management firm developing successful and up-and-coming entrepreneurs, together announce a strategic partnership aimed at to support African fashion houses and emerging high-end brands.
The first phase of this alliance will be an investment by Trail in Birimian’s dedicated investment vehicle. This funding will support Birimian’s ongoing investments in African brands, focused on building capacity and supporting brand development. The second phase will see the creation of a long-term investment company co-managed by Birimian and Trail, “Birimian X Trail”, which will invest at least 5 million euros each year in a carefully selected portfolio of brands. The first closing of this investment company is expected by the end of the year.
With Trail, Birimian has found an institutional investor who will help him achieve his mission to grow Africa’s multi-billion dollar fashion industry and become a leader in the industry. Trail will support Birimian in its value creation strategy, drawing on its extensive network of partners, advisors and key stakeholders. Trail has a long experience in the European fashion and leisure sectors, in partnership with brands such as Mazarine (fashion and digital creation agency dedicated to luxury, art and culture with experience in the markets American, European and Asian), APM Monaco (contemporary jewelry brand active in the European and American markets) Wella (hair care brand) and Buffet Crampon (leading European brand in the development of reference wind instruments). The partnership with Birimian will in turn help Trail bring its expertise to the African continent, leveraging emerging companies’ knowledge of pan-African markets and fashion designers.
African creative entrepreneurs are held back by several challenges, including low production capacities, lack of access to finance and restricted distribution networks. To address these challenges, Birimian X Trail will provide African heritage brands with both operational and financial support giving them access to strong networks of experts to help them grow and reach new markets. Birimian aims to build a portfolio of over 20 luxury fashion houses and emerging brands over the next five years.
This development is the second pillar of Birimian’s value creation strategy, after the launch of the unique acceleration program in partnership with the Institut Français de la Mode: IFM-Birimian Accelerator x Africa
The partnership between Birimian and Trail also offers an innovative alternative to the traditional private equity model, designed to support the long-term development of the brand. The new model will create increased value within African fashion – for the benefit of designers, investors and textile manufacturers.
As part of this partnership, Birimian will open a representation in Paris to supervise part of its activities, located in the premises of Trail.
“We are delighted with this alliance, and it is particularly important to me as it represents a key milestone for Birimian in the year following our launch. This partnership with Trail reinforces the credibility of our approach, our business model, our brand development and our investment strategy on the African fashion and design scene. I am also excited to broaden Trail’s horizons and eager to help them further develop their business on the African continent,” says Laureen Kouassi-Olsson, Founder and Executive Chairman of Birimian Holdings.
“We are delighted with this partnership with Birimian. This is a new adventure for Trail, which holds tremendous promise, given the huge potential we see in African heritage brands, and more generally in the African continent as a new investment frontier. Traill has developed strong ties with geographically diverse investors and this new step is totally in line with our mandate,” says Xavier Marin, Managing Partner of Trail Capital.
Distributed by APO Group on behalf of Birimian.
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The first operational investment platform dedicated to African luxury and premium heritage brands, Birimian supports creators on the continent in their growth and international development over the long term. Birimian’s main objective is to accelerate the international emergence of African designers by positioning itself as their main institutional partner in fashion, accessories, beauty & cosmetics, jewelry and gastronomy.
Birimian has thus launched a unique accelerator program in partnership with the Institut Français de la Mode (“IFM-Birimian Accelerator x Africa”)
Birimian is aimed at brands that carry the culture, tradition, history and cultural heritage of the continent, magnificent in its diversity, in their DNA and their identity, brands that adapt to modern and contemporary codes. https://BirimianVentures.com/
About the trail:
Trail is an independent European private equity investment firm, with over €850 million in cumulative capital under management to date and a portfolio of 12 companies. Trail’s team of seasoned private equity professionals helps successful European small and mid-sized companies increase their scale, reach and geographic frontiers, with a focus on frontier markets. Trail is committed to long-term, responsible and value-creating investments. https://TrailCapital.eu/fr/