Founded by Amira Rasool in 2018, The Folklore initially aimed to open up international markets for fashion brands from emerging regions such as Africa, Asia, and the Caribbean. In 2022, the startup shifted its business model from direct-to-consumer to launching The Folklore Connect, a B2B marketplace integrated with wholesale management software. This platform enables brands to connect and sell directly to global retailers like Nordstrom.

The Folklore has since evolved to support a broader array of consumer companies in the beauty, health, and wellness sectors, allowing global retailers to source from a diverse set of creators.

Amira Rasool, Founder, The Folklore

In an interview with TechCrunch, Rasool revealed plans to launch new services designed to help brands scale by providing essential resources such as capital and talent. This development follows a successful $3.4 million seed funding round led by Benchstrength Ventures—founded by former General Catalyst partners Kenneth Chenault Jr. and John Monagle—and supported by existing backers Slauson & Co., Techstars, and Black Tech Nation Ventures. The new funding brings the total raised by The Folklore to $6.2 million.

Rasool emphasized the importance of aligning its offerings with the real needs of its customer base.

"Our approach is to not overextend but to carefully listen to what the brands truly need, enhancing our platform to meet those needs precisely,"

she stated.

A significant addition to their services is The Folklore Capital, which facilitates loans up to $1 million for brands needing working capital. The pilot program revealed that most brands sought loans ranging from $10,000 to $30,000. Rasool highlighted the critical role of access to capital in scaling small businesses, particularly for diverse brands facing significant economic barriers.

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“This financial service is crucial for those fulfilling large wholesale orders, as many retailers operate on net 30 or net 60 payment terms, requiring brands to have upfront cash,"

Rasool explained.

"Offering purchase order financing and access to working capital supports our mission to promote wholesale growth, enabling brands to invest in production management, wholesale operations, social media, and more."

Another innovative feature is a labour marketplace tailored for brands that need occasional talent but cannot support full-time hires. This platform vets and lists recommended talent and manufacturers, providing flexible access to essential human resources.

Brands can access these services, including the labour marketplace, capital, and additional resources, by subscribing to The Folklore’s primary product—a comprehensive B2B marketplace coupled with SaaS solutions.