TLG Capital, a leading African investment firm, has announced its 40th deal: a substantial US$ 5 million financing line for Liberty & Justice (L&J), an innovative swimwear brand.
The strategic investment marks a significant milestone as TLG Capital becomes the first institutional investor to back this Africa-made apparel line, which has already made waves by featuring in Target’s catalogue and achieving big box distribution in the USA.
Also read: Total to divest Sierra Leone and Liberia Marketing & Services interests
Founded in 2022 by Chid Liberty and Georgie Badiel Liberty, Liberty & Justice is a testament to African entrepreneurship and creativity. Chid Liberty, a visionary who established Liberia’s first fair-trade certified apparel factory, and Georgie Badiel Liberty, a Burkinabé model and activist, bring a unique blend of fashion and social impact to the brand. Their commitment to ethical production and fair-trade practices has created meaningful employment for 700 Africans, showcasing African-inspired designs to the world.
L&J’s vibrant swimwear has rapidly gained popularity, now gracing the shelves of over 250 Target Stores across the United States. The growth underscores the brand’s potential to elevate African fashion on a global scale. With TLG Capital’s investment, L&J is poised to expand its manufacturing capabilities, including the establishment of a new factory in Liberia, further solidifying its position in the international market.
Chid Liberty, CEO of Liberty & Justice, passionately articulates his vision, “I’ve always been passionate about fashion that is inspired by Africa and made in Africa. Today, African people need jobs. We started manufacturing in Liberia when there was an 80 percent unemployment and 87% poverty, and we thought that apparel would be the best way to tap an international market while giving people good work. We’ve worked with many partners over the years to get off the ground, and TLG has been the best in the business. They get exactly what we’re trying to do, they see the vision and they are exactly the kind of partner to help African businesses stand out on the world stage. Beyond that, they’re also the kind of people that you want to work with.”
Liberty’s approach not only addresses economic challenges but also promotes African culture and craftsmanship on a global platform, fostering pride and economic stability within the community.
Aum Thacker, an Investment Professional at TLG Capital, highlights the unique opportunities present in the African market, “The retreat of multinationals from Africa presents a once-in-a-lifetime opportunity for nimble and passionate entrepreneurs to build things in the markets they know best. We are beyond excited to partner with Chid, Georgie, and the Liberty & Justice team, supporting their vision of ‘Made in Africa’ being on the clothing-tag in shops around the world. This deal is the first of its kind for an African apparel company and we’re excited to work with the business to reach new heights. TLG has been invested in Liberia for more than a decade and we see that the opportunity is huge, if you know how to navigate the market complexities.”
Also read: Digitisation to enhance the food sector
TLG Capital’s investment is not merely financial; it represents a partnership rooted in shared vision and mutual respect. By leveraging TLG’s extensive experience and strategic insight, Liberty & Justice is poised to navigate the complexities of the global market, bringing African fashion to new heights.
TLG’s $5 million investment represents more than just a financial boost; it is a statement of the firm’s commitment to African entrepreneurship and a catalyst for economic transformation. As Liberty & Justice continues to grow, it not only elevates the African apparel industry but also empowers local communities, creating sustainable jobs and fostering economic development.
The partnership is a solid example of the potential of African businesses to thrive on the global stage, ushering in a new era of “Made in Africa”.
