Endure Capital and International Finance Corporation (IFC) have co-lead a $25m Series A investment round in Brimore, Egypt’s largest social commerce platform.

Tarek Fahim, Managing Partner at Endure Capital, said: “Every decade, comes a company that fuses technology, operations excellence, and human capital to unlock unprecedented impact and value. We are proud to be Brimore's first and continuous partner in their mission of building the infrastructure and technology for social commerce in Egypt and Africa, to change the lives of their partners, especially women who aspire for a better future for themselves and their families.”

Other investors in the round include: Fawry, Flourish, Endeavor Catalyst Fund and existing Brimore investors including Algebra Ventures, Disruptech, Khawarizmi Ventures and Vision Ventures.

IFC has invested $5m in the Cairo-based company, which provides small- and medium-sized manufacturers in Egypt with access to the mass market through a large network of distribution agents, most of whom are women.

"We see companies like Brimore playing an increasingly important role in the post-pandemic world," said Stephanie von Friedeburg, Senior Vice President of Operations at IFC.

"E-commerce has expanded rapidly since 2020, but in Egypt and elsewhere in Africa there is still substantial room for growth. IFC's investment will help Brimore connect more producers with more markets, giving a boost to Egypt's manufacturers, providing access to women-owned firms, and creating jobs and opportunities for Egyptians."

The new capital will fuel Brimore’s growth within the next year, growing its network of sellers and suppliers 4x, doubling the number of its employees and increasing the number of products sold three-fold.

Brimore currently works with more than 300 Egyptian manufacturers, which produce everything from household goods and personal care items to appliances, helping them reach customers across the country.

By 2023, Brimore aims to operate in three countries and strengthen its physical logistics capabilities.

"This investment offers a new gateway for our company to deepen our operations, add new products, and increase our reach," said Ahmed Sheikha, Brimore's Co-Founder and Chief Business Officer.

"Our goal is to increase the access of consumers to locally manufactured goods while creating flexible work opportunities, which can transform lives."

Tarek Assaad, Managing Partner at Algebra Ventures, added: “As Brimore experienced explosive growth over the past three years, Algebra has worked closely with the company to support in strategic and operational areas, especially recruitment, which is a key area of focus at Algebra. We came in on the first round of investment and invested in every subsequent round, to ensure that the growth momentum stays on track. We are delighted to see such a strong group of investors, many of whom have co-invested with us in the past, coming into the company. I am humbled by how Mohamed and Ahmed have grown as leaders and continue to drive the execution and vision of the company forward.”