The Trend Kingdom (TFK), an Egyptian e-commerce market for style, magnificence and residential equipment gadgets, introduced at this time that it has raised $2.6 million in seed funding led by CVentures, a company enterprise capital agency based mostly in Egypt. A15, an early-stage VC within the MENA area that has backed the likes of Esaal, Paymob and Helios Funding Companions subsidiary, TPay, made a follow-on funding, in response to TFK.
Fadi Antaki, co-founder and CEO of TFK, based the corporate in January 2020 with Marianne Simaika and Karim Abd El Kader. They launched the e-commerce platform six months later. Antaki can be a basic associate at A15. Antaki seen a necessity for a platform that offered style merchandise with quick deliveries, completely different fee strategies, and a advice characteristic in Egypt. This chance made the chief government faucet into the data he acquired as a child born right into a household with a protracted historical past within the attire enterprise to launch TFK.
“We established the corporate pre-COVID. And on the time, we noticed an enormous hole or possibly a scarcity of concentrate on a spot devoted to promoting style merchandise, suggestions for what to put on, fast deliveries, and completely different fee strategies. There wasn’t anybody targeted on this, particularly in style,” stated Antaki.
TFK offers with a variety of merchandise–sneakers, magnificence merchandise, private care, equipment, dwelling style, and many others.–that cater to completely different demographics. The platform helps native and worldwide manufacturers develop their gross sales on-line via their curated market that gives an omnichannel expertise to clients: a spot the place consumers can discover all their style wants and alternate merchandise when wanted.
There are over 200 manufacturers on the TFK platform, rising 10-15% month-over-month. It has greater than 150,000 clients; each month, about 40% of its gross sales come from returning clients.
Not solely does the platform enlist merchandise of all these manufacturers for purchasers’ viewing and shopping for pleasure, nevertheless it additionally supplies ancillary companies to them. TFK supplies a digital becoming room that helps manufacturers get accustomed to their clients’ sizes and suggest outfits to clients for various events. Additionally, its “360-degree worth proposition” for manufacturers entails providing a one-stop-shop answer protecting operations, co-marketing, and digital content material creation companies.
“Earlier this 12 months, we discovered that one of the vital vital areas we thought we would have liked to concentrate on was the model. There are good high quality and worth manufacturers that don’t have the know-how to promote on-line. They want lots of assist in operation, achievement, warehousing, and digital manufacturing and pictures,” the CEO stated. “So moreover promoting their merchandise, we assist them with the completely different features that may then be capable of promote effectively on-line, whether or not supporting the operation or the advertising and marketing facet. And for us, it’s not nearly reselling their merchandise but additionally getting in as their digital companions.”
The style e-commerce platform makes income by way of the normal mannequin the place it counts a mark-up to merchandise and a consignment mannequin the place it takes a fee. Supporting income streams come from extra companies it supplies to the manufacturers, akin to pictures and advertising and marketing. The corporate’s complete gross sales quantity grew 3x from April 2021 to April 2022, Antaki confirmed.
In 2021, the worldwide style e-commerce market worth was practically $700 billion. By the tip of 2022, it’s anticipated to surpass that determine and attain round $1.2 trillion in three years. Based on Statista, the entire addressable market in Egypt is about $4.2 billion. With no clear market chief in Egypt’s style e-commerce house, Antaki says his firm is ready to develop into one and keep forward of gamers akin to DressCode, Brantu, and Gahez due to its edge with manufacturers.
“We’ve got two fundamental differentiators. One is the omnichannel expertise. The second will not be solely being a reseller however fairly being a associate to manufacturers and serving to them develop into sustainable and even develop their enterprise via our platform and different companies that we will present,” he stated.
Different traders within the spherical embrace Lotus Capital, Raba Capital, Sunny Aspect Enterprise Companions, Basis Ventures, The Cairo Angels, and style business veterans akin to Paul Antaki and Nasser Chourbag.
Per the corporate’s assertion, TFK will use the funding to speed up its development, construct scalable expertise and develop its crew, whose feminine staff comprise 43% of your complete workforce and 50% of the corporate’s managers. “We intend to fill within the wants by way of expertise, construct our expertise, optimize our operation, and end-customer expertise. So principally, utilizing the funds in tech, expertise, and operations,” the CEO added.