Our strategy

The African continent currently experiences, in the Luxury and Premium industries, the technological leapfrogging observed in other sectors.

African brands leverage social media and other digital tools to promote and distribute their creations due to the significant structural constraints they face to expand. Digital has brought them to the global scene.

Digital Native Vertical Brands (“DNVBs”) are hence at the heart of Birimian’s mission and strategy, putting emphasis on an hybrid and “phygital” expansion model to support designers to access global markets.

By sourcing and supporting exceptional African creative talents, reunited around its values, Birimian invites the fashion and luxury industry to embrace a more diverse, creative and modern scene.

A high qualitative sourcing thanks to: 
A creative board composed of industry experts and key stakeholders
Talent spotting thanks to the Team network and on the ground presence
Industry & market Intelligence thanks to our partners on the continent and in the diaspora
According to the stage of maturity of our brands: 
Supporting fundraising strategy with external investors 
Seed funding 
Acceleration and capital growth funding (equity and quasi equity) 
Financial planning and monitoring
Strengthening Designers competences through:  
Dedicated training programs built in partnership with the French Fashion Institute
A network of operational and technical advisors acting as coaches to our brands
Leveraging a network of industry experts to support growth :
Strategic support
Brand image, identity, storytelling sustaining international expansion 
Digital and physical distribution & communication 
Partnerships and participation to international fairs & salons 
Brands and collections positioning 
Operational support
Standards and quality production processes enhancement
Optimization of supply chains, logistics, client services and HR
Improving day-to-day management

Our approach

At the core of our investment strategy:
our brands' sustainable equity value enhancement
Despite their increasing international visibility, African heritage luxury and premium brands’ upside potential is hampered by a scarce access to finance, limited production capacities and their exclusion from the international value chain.

Birimian speaks to brands that carry in their DNA and identity the culture, tradition and history of the African continent, whose cultural heritage is sublimated in its diversity and adapted to modern and contemporary codes.
Birimian’s ambitions is to support brands with a significant upside potential through three levels:
Strategic and operational support of brands wishing to rely on an institutional partner, not necessarily an investor, to sustain its regional and international growth.
Incubation, acceleration, capital growth in heritage brands.
Training, coaching
and capacity building
Complementary to our development and investment activities, training programs designed for our brands in collaboration with Institut Français de la Mode, our key strategic partner.
Contact us

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