UAE-based luxury luggage startup Armoir has successfully closed a $500,000 seed funding round. The investment was led by Salica Oryx Fund, with significant participation from Plus VC and a consortium of global angel investors. This round builds on early backing from the Chalhoub Group’s Greenhouse, positioning the travel brand for significant expansion.
Bridging The Gap In Premium Luggage
Founded in 2024 by serial entrepreneur Martial Dahan, Armoir was created to address a distinct gap in the premium luggage market. Inspired by the heritage and functionality of French wardrobe trunks, the company offers luxury-quality products at more accessible price points. Armoir positions itself between direct-to-consumer brands and traditional luxury houses, catering to modern travellers who seek both style and function without compromise.
Strategic Capital For Global Expansion
The new capital will be instrumental in fueling Armoir’s growth strategy. The funds are earmarked for launching new collections, expanding the company’s footprint across key markets in the MENA region and Europe, and scaling the internal team. This will enhance the brand’s capabilities in design innovation, customer experience, and global brand positioning. “Partnering with Salica Oryx Fund, Plus VC, Chalhoub Group, and our angel investors brings world-class expertise in scaling consumer and lifestyle brands globally,” said Martial Dahan, Founder & CEO of Armoir. “This funding gives us the runway to accelerate design innovation, expand globally, and establish Armoir as a leading brand in premium travel.”
Investor Confidence In A Growing Market
The investment comes as the premium luggage market is projected to reach $75 billion by 2031, largely driven by Gen Z and Millennial consumers. Investors have expressed strong confidence in Armoir’s potential to capture a significant share of this expanding segment. Ali Qaiser, Partner at Salica Oryx Fund, commented, “In MENA, a new generation of direct-to-consumer brands is emerging with the ability to scale globally and Armoir represents this shift.” Hasan Haider, Founder and Managing Partner at Plus VC, added, “We are thrilled to support Martial and his team as they reimagine luxury luggage for the modern traveller, setting a new standard for modern travel and building a category-defining global brand.”
About Armoir
Armoir is a UAE-based luxury luggage company founded in 2024 by Martial Dahan. Inspired by the heritage of French wardrobe trunks, the brand delivers design-driven, functional travel products for modern consumers. The company aims to fill the gap in the premium market between direct-to-consumer challengers and traditional luxury houses.
Source: Wamda
