Participated · Seed · Sep 2025

Founded in 2024 by serial entrepreneur Martial Dahan, Armoir takes inspiration from heritage French wardrobe trunks to produce premium, highly functional luggage for modern travellers. The company targets an underserved niche between mass-market DTC offerings and ultra-high-end luxury houses, aiming to deliver luxury-quality products at more accessible price points. Armoir plans to use design innovation, smart compartmentalisation, and luxury materials to differentiate its collections. Backed first by Chalhoub Group’s Greenhouse, Armoir has now secured additional seed capital to accelerate growth. The fresh funds will finance new product lines, geographic expansion across MENA and Europe, and team hires focused on design, customer experience, and global brand building. Management and investors see a significant opportunity in a premium luggage market projected to reach $75 billion by 2031. Although still pre-revenue disclosures, the company positions itself to capture Gen Z and Millennial demand for stylish yet functional travel gear.