Brimore, Retail Distribution Platform, raises $800k in Seed Funding

Brimore, a direct-selling distribution platform that connects manufacturers with consumers, announced that it has raised $800k in a seed funding round co-led by Algebra Ventures and Endure Capital, with participation from 500 Startups, Flat6labs, and angel investors.

Brimore is a technology-powered retail distribution platform that allows manufacturers direct access to local communities who can promote and consume their products.

‘92% of our distributors are women who want high-value jobs and the option to work from home,’ says Sheikha, CBO & co-founder. ‘ We started in Egypt but we’re aiming to grow in other emerging markets, particularly in Africa.’

“Brimore allows women to sell different locally made products to their social circles either physically or through online shops, to target retail shops at their streets to act their supplier, and build a sales force and manage it through our platform. Brimore supports with training and capacity building, and with our recent service centers, this impact is magnified,” Sheikha told EgyptInnovate.

“50% of our top performers never had a sales experience in their lives, now they gain a decent income and started expanding beyond their homes, many have of them have tens of people in their team, with demonstrated leadership and growth, they are forming a powerful tool for market penetration,” added Sheikha.

Brimore was founded in 2017 by Mohamed Abdulaziz, Ahmed Sheikha, and Mahmoud Refaay, a team with extensive domain experience in FMCGs, direct selling, and distribution management in multinationals, and today, Brimore currently sells in all of Egypt’s Governorates, according to Sheikha.