Armoir, a luxury luggage startup inspired by the heritage of French wardrobe trunks, has closed a $500,000 seed round. The funding was led by Salica Oryx Fund, with participation from Plus VC and a group of global angel investors. The Chalhoub Group’s Greenhouse, Armoir’s earliest backer, had also supported the company in its formative stage.
Bridging the Gap in Luxury Travel
Founded in 2024 by entrepreneur Martial Dahan, Armoir was created to fill a clear gap in the global luggage market. Traditional luxury brands often lean heavily on heritage, while direct-to-consumer (D2C) challengers focus on affordability. Armoir positions itself between the two, combining design-driven innovation with premium quality at more accessible price points.
The startup aims to appeal to modern travelers who seek:
- Luggage that balances style and function.
- High-end craftsmanship without excessive markups.
- Innovative, modular compartments inspired by classic travel trunks.
Strategic Use of Funds
With this seed round, Armoir plans to:
- Launch new luggage collections designed for different travel needs.
- Expand across MENA and Europe, targeting key luxury markets.
- Grow its team to strengthen design, customer experience, and global branding.
The premium luggage market aims to reach $75 billion by 2031, fueled by Gen Z and Millennial consumers. Armoir is positioning itself to capture this wave with a product that is both aspirational and practical.
Investor Perspectives
Investors highlighted Armoir’s potential to disrupt the space and scale globally.
- Ali Qaiser, Partner at Salica Oryx Fund, said:
“Armoir blends timeless design with real functional innovation. It represents the new wave of direct-to-consumer brands emerging from MENA with the ability to scale worldwide.” - Hasan Haider, Founder of Plus VC, added:
“They are solving a long-standing pain point with sleek, smart, and functional designs inspired by heritage travel trunks. Armoir is setting a new standard for modern luxury travel.” - Rafi Dikranian, Head of The Startup Studio, Greenhouse by Chalhoub Group, commented:
“Armoir hits a rare sweet spot: globally fluent, design-driven, and solving a real gap. It is more than luggage; it is purposeful innovation built into every detail.”
Building a Global Travel Brand
The funding round was also supported by Dopamine, which will continue as a strategic advisor. With its backing, Armoir plans to accelerate innovation, scale internationally, and establish itself as a category-defining brand in premium travel.
Armoir is not simply creating luggage. It is reimagining the travel experience by merging design heritage with functional performance, aiming to set new benchmarks in the luxury luggage industry.
