• Sle3ti, a Casablanca-based B2B marketplace, connecting FMCG retailers to wholesalers and distributors, has raised DH12 million ($1.3 million) from the investment fund of the Richbond Group. 
• With fresh funds, Sle3ti will be able to fuel its expansion into its home market and improve its user experience.
• Sel3ati was Founded in 2021 by Ayoub Harij and Abderrahim Zizi, and currently leverages a network of 2000 points of sales across Morocco.

Source: Afrikan Heroes

Sle3ti, a Casablanca-based B2B marketplace that allows retailers to order directly from suppliers and distributors of consumer goods (FMCG), has raised 12 million DH ($1.3 million) from the investment fund of the Richbond Group. 

Sle3ti will be able to expedite its rollout across Morocco’s regions and provide high added value services to merchants and its FMCG partners as a result of this investment.

“I am excited and honoured to announce that Sle3ti has just completed the largest seed round fundraising for a Moroccan business with Moroccan investors. This 12MDH investment from the Richbond group’s investment fund demonstrates the enthusiasm and great interest that the Sle3ti model and growth have sparked among several Moroccan and foreign investors, but it is also a vote of confidence on the part of a reference Moroccan group that strongly believes in our growth and capacity to contribute decisively to Morocco’s digital transformation of trade and distribution,” Sle3ti’s CEO and co-founder Ayoub Harij said.

This is not the first investment in a startup in Morocco by the Moroccan industrial group, Richmond Group. Last year, the group bought a 40 per cent stake in Moroccan fintech company Cash Plus from the private equity firm Mediterrania Capital Partners.

The Moroccan economy is partly dominated by Groupe Richbond. The company employs over 3,000 people and has 12 industrial suites as well as a distribution network with almost 2,000 points of sale. Apart from its real estate division that includes real estate development, hotel layout, logistics, rental property, and, more recently, hotels, the group is also active in the industrial sector, targeting mostly home consumer goods in Morocco and across Africa.