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Outliers is a venture capital firm that backs outlier founders who are building compounding businesses.

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When it comes to funding, large-scale businesses have always had smoother access to credit whereas most SMEs struggled with their cashflows. And this is where we come in. We’re here to offer tailored growth solutions to make it a level playing field for SMEs. Our mission is to provide extremely fast, flexible and insightful funding to SMEs businesses across the MENA region.

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Furniture and home goods e-commerce platform Homzmart has closed one of the past year's biggest funding rounds for a Middle Eastern and North Africa start-up, raising $23 million, its chief executive said.

The company, launched in 2020, will use the new funding to expand services, especially logistics, and fill gaps that appear in supply chains, co-founder and CEO Mahmoud Ibrahim said in an interview with Reuters.

The latest pre series B round funding round, which included participation from Riyadh-based technology venture capital fund STV, Impact46, Outliers Venture Capital, Rise Capital and Nuwa Capital, brings its total funding to about $40 million.

It raised $15 million in an earlier round that closed in the second quarter of last year, after an initial round in which it raised about $2.5 million.

Homzmart started by connecting brands and manufacturers with customers in the Arab world's most populous country. But it found gaps in supply chains that prompted it to create a logistics arm, and now has about 100 trucks.

It also in March acquired Berlin-based home interior design firm MockUp Studio, which uses artificial intelligence to make designs.

Earlier this year the company's activities expanded to Saudi Arabia, and Ibrahim said it had achieved solid growth there. "The percentage of activity in the Kingdom is now between 25% and 30% of the total volume of Homzmart business," he said in the interview on Sunday.

The company says it serves 25 million houses in Egypt and Saudi Arabia, with more than 150,000 products on the platform.

Homzmart has not yet achieved profitability but Ibrahim said it is still focused on expansion and building market share "through lazer-focused profitability milestones".

Investment in MENA start-up Homzmart rises to $40 million after latest round

In most parts of Africa and the Middle East, a consumer journey and experience in buying furniture is not fun. A typical shopping process would entail looking for the best price and quality and asking for recommendations and checking offline stores, one after another.

It is rare to find one-stop shops, especially large offline ones, that can adequately cater to the needs of consumers in the MENA region. Home goods and furniture marketplaces have launched in the last three years around the region to meet this need. Egypt’s Homzmart is one such, and today the company is announcing it has closed its $15 million Series A investment.

The company was founded in 2019 by Mahmoud Ibrahim and Ibrahim Mohamed, but it didn’t launch until the first quarter of 2020. This round of financing follows a $1.3 million seed investment raised in February last year. According to the company, this brings the total amount raised to $17.2 million. 

China’s MSA Capital, one of the investors in Homzmart’s seed round, co-led this Series A investment alongside Nuwa Capital. Other participating investors include EQ2 Ventures, Impact46, Outliers Venture Capital and Rise Capital.

The furniture industry in Egypt has been historically characterized by poor accessibility for consumers. Homzmart’s marketplace collects designs, price ranges and other details of its retailers’ products and solves high distribution costs for them by providing access to consumers who have flexible financing options. In addition, Homzmart said it incorporates AI to optimize content for retailers and intelligent tools to help customers with their purchasing decisions.

“As a marketplace, we stand between the supply and demand. So we connect furniture and home goods suppliers with consumers,” CEO Mahmoud Ibrahim told TechCrunch in an interview. “It’s almost like a big hassle to buy furniture in Africa and the Middle East. And I think it’s a pain all over the world when it comes to having a place that you can shop all your needs when it comes to home products.”

Over the last 12 months, Homzmart claims to have grown 30x in sales. It also showcases more than 55,000 products from thousands of brands and merchants. The online marketplace is tapping into the rapidly expanding $80 billion industry where 14 million customers in the region search online for furniture monthly.

When Homzmart kicked off its hard launch and raised its seed round, it was right at the start of the pandemic. Ibrahim said the company was uncertain that it would survive due to anticipated behavioral changes in consumer spending. But the opposite happened. Customers in Egypt grew to like the product, resulting in more sales like most marketplaces and e-commerce platforms witnessed this past year.

“At the beginning, we were very worried and not sure how customers would react to buying furniture during the pandemic in the Middle East online. So we’re actually amazed by the traction as it seemed like the region was waiting for something like this to happen.”

The growth experienced within the pandemic was one reason MSA Capital decided to double down on the startup. As stated by Ben Harburg, the firm’s general partner, “The pandemic exposed the extreme vulnerabilities and inefficiencies of the Middle East’s archaic offline retail ecosystem, logistics and supply chain. Into the void stepped Homzmart as the next-generation, digitally enabled online marketplace and optimized logistics provider for large-item retail addressing both consumer and enterprise customers.”

Another reason behind the investment, the firm said, is the vast experience of both founders in e-commerce and fulfillment. Mahmoud was the VP of Operations for Jumia Egypt before becoming the Group COO of Daraz, a Southeast Asian company acquired by Alibaba in 2018. Mohamed is also a Jumia alumnus and was part of the logistics development and expansion team in Egypt. 

Although their experience with different verticals in everyday commerce in Jumia and Daraz was invaluable, the founders chose to launch in the niche furniture market instead of building a similar model as their former employers. “We decided this was a really good vertical that we needed to focus on and hold ourselves accountable to digitizing in the region,” Mahmoud said about developing the niche product.

Homzmart’s first year in business was all about understanding supply and demand. The next couple of years is a strategy to expand across the MENA region, helping fulfill demand from a young and fast-growing consumer middle class.

“Whatever we did in Egypt, we need to do across the region. Homzmart isn’t looking to be just an Egyptian platform, rather a regional platform,” the CEO said.

The company has strategically launched operations close to Damietta City, Egypt, to focus on this regional market opportunity. The city is known to be one of the largest furniture manufacturing hubs in the Middle East and thus allows Homzmart to streamline the region’s vertical industry supply chain. An integral part of this supply chain is handling logistics and the movement of products from merchants to buyers. The company said a sizable tranche of investments would be used for this effort.

What’s next for the company when logistics is handled?

“I’ll say the thing that keeps me awake at night is the fact that our business is growing very fast. And we need to make sure that we’re building the right institutional infrastructure for that business, to make sure that after two or three years, we’re building like a very solid, multibillion dollar business,” Mahmoud remarked.

Egyptian furniture marketplace Homzmart lands $15M Series A for MENA expansion

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Startups
Dubai-based buy now, pay later platform tabby raises $50M at $300M valuation
Tage Kene-Okafor
2:59 AM PDT • August 4, 2021
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Tabby
Image Credits: Tabby
These past few years have seen the emergence of buy now, pay later services worldwide, with leading players raising buttloads of cash to serve an insatiable young adult population who don’t fancy credit cards or paying interest.

In what seems to be a consolidation of some sorts, fintech juggernaut Square acquired Australian buy now, pay later giant Afterpay in a mouthwatering $29 billion deal this week.

The deal is a sign of things to come for established markets like Europe and the U.S. and promising markets witnessing a proliferation of these services. For instance, in the Middle East, not less than ten startups offering BNPL services have launched within the past three years.

Square to buy ‘buy now, pay later’ giant Afterpay in $29B deal

Tabby is one such service and clearly the most known in the region. Today, it is announcing that it has raised a $50 million Series B, valuing the company at $300 million.

Global Founders Capital and STV led the funding round, with participation from Delivery Hero and CCVA. Existing investors, including Arbor Ventures, Mubadala Investment Capital, Raed Ventures, Global Ventures, MSA Capital, VentureSouq, Outliers VC, JIMCO, and HOF, also participated.

Dubai-based buy now, pay later platform tabby raises $50M at $300M valuation

UAE-founded Buy Now Pay Later (BNPL) provider tabby  has raised Series A financing round of $23 million in debt and equity led by Arbor Ventures and Mubadala Capital, with participation from STV, Raed Ventures, Global Founders Capital, JIMCO, Global Ventures, Venture Souq, Outliers VC, MSA Capital, HOF and AB Accelerator. This funding will fuel the company’s next stage of growth, helping tabby scale its product and engineering capabilities in addition to its lending capacity, further benefiting its merchant partners and consumers.

tabby raises $23 million in Series A

Riyadh-based online learning platform Noon Academy has raised $8.6 million Series A co-led by Raed Ventures and Saudi Technology Ventures (STV), the startup announced today. It is the largest ever funding round raised by an EdTech startup from the Middle East & North Africa.

The round was also joined by Saudi-based Alisamiah Investment, Saudi Venture Capital Company (SVC), and different individual investors including Careem co-founder Abdulla Elyas, Dr. Abdulrahman Aljadhai, CEO of Elm, and Mazen Aljubair.

Raed Ventures’ Omar Almajdouie, STV’s Hani Enaya and Careem co-founder Abdulla Elyas (who invested in his individual capacity) will join Noon Academy’s Board of Directors.

Founded in 2013 by Mohammed Aldhalaan and Dr. Abdulaziz AlSaeed, Noon Academy that had initially as a simple test prep website is now a social learning platform that enables students to study with friends in groups, compete with one another, and request top tutors on demand. The students, per statement, spend over 60 minutes (on average) on the app per visit, vastly exceeding the EdTech industry average of 14 minutes per visit.

Noon’s web and mobile-based platform offers tutoring and free educational content following a premium model, with users having free access to basic content. For advanced content and access to private tutors, the users are required to pay a monthly fee. The platform, according to the statement, has attracted 2 million students and 1,500 certified tutors to date.

Noon Academy also focuses on helping students pass the Saudi general aptitude test and the achievement test, and is accredited from the Saudi National Centre of Assessment (QIYAS).

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