October 2026
Norrice invests in Troubadour alongside Pembroke VCT, Harlo and Bayes
Norrice has invested in Troubadour Goods, the London-based maker of premium backpacks, luggage and accessories, as part of a £3.2m funding round led by Harlo Equity Partners, alongside Pembroke VCT and Bayes Entrepreneurship Fund.
Founded in 2011 by Abel Samet and Samuel Bail, Troubadour reached revenue of £8.4m in 2025. Its Apex backpack has been named New York Times Wirecutter’s best laptop backpack five years running, and its corporate business, which makes branded bags for companies including Nvidia, OpenAI and J.P. Morgan, grew 141% last year to more than £800k. Wholesale partners include Harrods, Nordstrom, Bloomingdale’s and Equinox.
The funding will support growth marketing, a dedicated corporate and wholesale sales team and product development, as well as further expansion in North America, Europe and beyond.
“Troubadour makes some of the best-designed bags we’ve come across, and Samuel and Abel have built a team to match. We’re delighted to invest alongside Pembroke, Harlo and Bayes, and to support the business as it scales further.”
Adam Taylor, Chief Investment Officer, Norrice Finance
Read the announcement
The joint announcement is on LinkedIn and was covered by IFA Magazine, among others.