Belgian start-up GOFLUO raises 1 million euros to accelerate future growth with their fashionable Bodyglowers

GOFLUO raises 1 million euros to accelerate the company’s growth and further expand in the US, France and Germany. Four experienced business angels and the existing investment fund Freshmen participated in the round.

The innovative fashion brand where style and safety go hand in hand, was founded in 2018 by Julie Vets. The fashion designer and mother of three children lacked clothing to safely move through traffic that also looks aesthetically pleasing, so she got to work. The traditional, uninspired yellow safety vest does not fit into our modern world, says Vets. With the increasing popularity of (e-) bicycles, steps and scooters, she saw the opportunity to modernize the associated safety clothing.

GOFLUO brings more luxurious, fun designs than you would expect for a safety item. She transformed safety vests into “Body Glowers”. The Bodyglower is more than a new fully-fledged piece of clothing; it represents the beginning of a new mobility era where the vulnerable road user is more in the picture. With the Bodyglower, Vets proves that safety clothing can be fashionable without sacrificing functionality, comfort or visibility.

Since the successful launch of the Bodyglower via GOFLUO’s webshop in 2018, the company has experienced significant growth. The Corona lockdowns reinforced the urban outdoor trend that GOFLUO is relying on. The brand’s innovative approach to high-visibility clothing has led to partnerships with numerous stores across Europe, with Belgium, Germany and France being key markets. Today, GOFLUO has more than 300 B2B outlets in 10 countries, including the United States and Canada.

GOFLUO celebrates its fifth anniversary this year with an all-female team that works daily with dedication to their shared mission: to make the Bodyglower a household name and to put GOFLUO on the international map.

The range of safety products, including the iconic Bodyglowers, panniers, sportswear and dog clothing, are must-haves for anyone who wants to be safe, visible and stylish. Whether you walk the dog, cycle to work or go for a run in the evening, with GOFLUO products you will and want to be seen.

In 2019, GOFLUO raised its first capital increase with the support of Freshmen, a new D2C fund founded by Hendrik Winkelmans, who is also the founder of the first bicycle shop chain in Belgium (now Bike Republic, Colruyt Group). Since this capital injection, GOFLUO continues to grow with numerous successes, including winning two Awards in 2022 (Be-commerce start-up and advertising award).

The company focuses on developing strategic partnerships with specialist dealers in the cycling, running and outdoor industries. Major players such as AS Adventure (BE), Globetrotter (DE) and Le Bon Marché (FR) will soon also offer their articles.

Four business angels decided to invest 500,000 euros in the Antwerp company. Together with the contribution of the existing investor Freshmen, the company raises 1 million euros. With this capital injection, GOFLUO is ready to accelerate its growth trajectory, increase the number of dealers and ambassadors and optimize their network.

Next year, the company will focus on increasing brand awareness through creative partnerships with other brands. The successful startup aspires to become a globally recognized brand. Their omnichannel strategy and long-term partnerships contribute to their success. The new capital will help to establish a strong position in the coming years.

CEO and founder of GOFLUO, Julie Vets, welcomed the recent investment round: “Thanks to this financing, we continue to grow strongly and have a positive impact on people’s daily lives.” Vets also noted that it can be challenging for solo female founders to raise funding, making this achievement all the more important in today’s chilled fundraising market.

Freshmen: “We are pleased to continue our support of GOFLUO. The company’s innovative proposition has the potential to disrupt the market. By successfully combining fashion and safety, they offer consumers the best of both worlds.”