Some founders talk about quality. Martial builds it. When we first opened an Armoir cabin bag, we knew we had found something different in the crowded luggage market.
A mutual friend introduced us to Martial Dahan. These introductions often lead to the best opportunities because someone understands both sides of what could work well together.
The market gap nobody talks about
The luggage industry has a clear divide. On one side, traditional luxury houses charge premium prices for heritage brands. On the other side, direct-to-consumer challengers compete on price and convenience.
The premium luggage market will reach $75 billion by 2031. Most of that growth comes from Gen Z and Millennial consumers who view luggage as more than utility. They see it as a fashion accessory that reflects their identity.
Martial spotted something others missed. A huge segment of modern travelers sits between these extremes. They want luxury-quality products but find traditional luxury pricing unreasonable. They value craftsmanship but need functional design for real travel.
This gap represents the fastest-growing segment in luxury consumption. Gen Z and Millennial consumers refuse to compromise on style or function. They research extensively before buying. They expect transparency about materials and manufacturing.
Refusing to compromise
Martial impressed us with his approach to filling this market gap. He draws on French heritage and craftsmanship traditions to create products that match luxury fashion house quality. But he prices them accessibly and sells them directly to consumers.
This combination requires obsessive attention to detail. Every material choice, construction method, and design element must justify the positioning. The 70/30 trunk partition system keeps clothes organized even when bags get tossed around. The included dividers hold everything in place when luggage turns upside down. Every component gets pressure-tested beyond standard requirements.
Martial understands that modern travelers need both style and substance. His background as a serial entrepreneur shows in how he balances heritage inspiration with contemporary needs.
The travel problem
Most luggage fails when you need it most. Zippers break during important trips. Organization systems collapse under real-world use. Materials show wear after minimal handling.
Armoir approaches these problems by combining classic travel trunk heritage with modern functionality:
French craftsmanship: Drawing from traditional wardrobe trunk expertise to ensure lasting quality and sophisticated design.
Intelligent organization: The trunk partition system prevents the familiar chaos of travel while keeping essentials accessible.
Accessible luxury: Premium materials and construction at prices that make luxury quality available to more travelers.
Building the right foundation
We wanted to assemble strategic investors who understand both luxury goods and direct-to-consumer scaling. The round included partners who bring expertise in consumer brands, global distribution, and the patience required to build something meant to last.
The funding allows Armoir to expand methodically across MENA and Europe while strengthening design innovation and customer experience. This approach builds a brand that stands for something rather than chasing rapid expansion without substance.
What comes next
Armoir started with cabin luggage but was always meant to expand beyond one product. The vision extends to additional collections that maintain the same commitment to French heritage, luxury quality, and accessible pricing.
The market opportunity grows as younger consumers increasingly view travel accessories as extensions of personal style. Armoir positions perfectly to capture this demand with design-driven products that feel both aspirational and practical.
Working with exceptional founders
At Dopamine, we look for founders who combine vision with execution. Martial exemplifies this combination perfectly. His attention to detail extends far beyond products to every aspect of building his company.
What sets Martial apart is his understanding of market positioning. He sees the gap between traditional luxury and mass direct-to-consumer players. He builds products that deliver luxury fashion house quality while remaining accessible to modern travelers who refuse to compromise.
Visit armoir.co to experience these thoughtfully crafted products yourself. See how French heritage and modern functionality combine to transform travel. If you want to learn more about Armoir's vision, reach out to Martial directly.
