The Folklore Secures $3.4M For Platform Connecting Retailers With Brands From Emerging Markets

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The Folklore, a platform known for connecting global consumers with African brands and diasporic fashion, has secured a substantial $3.4 million seed funding. 

This round was spearheaded by Benchstrength Ventures, with contributions from TechstarsBlack Tech Nation Ventures, and Slauson and Co.

Connecting brands with Major Retailers

In 2022, Folklore underwent a transformation. Originally a shopping platform showcasing primarly African brands, it now aims to enhance how emerging brands integrate into the retail landscape. 

“[Brands] would come to me for advice on how to expand their footprint, how to get a loan or how to recruit talent on this side of the world,” Founder and CEO Amira Rasool explained, per Business of Fashion.

“As a small company, we can’t do two big things and be successful. So, we decided to focus on the B2B route so that we can make a larger impact on our brands.”

An all-in-one platform for brands

Building on its existing all-in-one wholesale management software and technology marketplace, The Folklore is set to further assist brands in connecting with retailers like Nordstrom and Saks Fifth Avenue

Launching a new talent recruiting platform and financial tools, including purchase order financing and credit lines, will provide emerging brands with resources. 

A newly envisioned resource center will also offer entrepreneurs invaluable support, facilitating smoother entry into competitive markets.

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