Expedition Subsahara sells woven baskets and other hand-crafted home decorations inspired by founder Sofi Seck’s homeland. Sofi Seck pitched her business on season 14 of Shark Tank but didn’t get a deal. In 2026, Expedition Subsahara is worth an estimated $3 million.
Sofi Seck’s Background
Originally from Senegal, Sofi Seck moved to the United States at 14 years old. The family settled in Florissant, Missouri, and she attended the University of Missouri-St. Louis.
Seck is proud of her roots and was born into the Wolof Tribe. As part of the Jolof Empire, they built a reputation for international trade and weaving in the 14th to 16th centuries.
Mothers and grandmothers passed down the tradition to their children. Before starting her business, she worked as a photographer.
Turning a Back Injury Into a Business
The Senegalese native stopped working out due to a severe back injury from powerlifting. It left her bedridden for several months, and during this time the idea behind Expedition Subsahara was ignited.
Once Sofi got back on her feet, she launched the company in 2018 and employs over 120 experienced weavers in Senegal, making beautiful baskets, vases, and other decor. She is now the sole owner of the business.
The venture isn’t only about making money — Sofi pledged to donate 20% of her profits to girls’ and women’s education initiatives across Sub-Saharan Africa, with the long-term goal of building a STEAM school for girls in her homeland.
Sofi’s Shark Tank Pitch
Sofi was clearly nervous during the pitch and talked quite fast. Maybe it’s because she was seeking $500,000 for a 10% equity stake. The company made $900,000 in year-to-date sales and $3.6 million in lifetime sales.
The sales figures wowed the Sharks! In 2021, Expedition Subsahara made a gross profit of $1 million but a net profit of $75,000 as she re-invested a majority of revenue back into the business.
The Sharks didn’t like how much workers were being paid and customer acquisition costs were high. Also, valuation didn’t make sense and the Sharks wouldn’t get a return on their money.
Update Post Shark Tank Pitch
Although the pitch didn’t go as planned, Shark Tank fans have supported her mission. In an interview with BizJournals.com, Sofi revealed they generated record sales after the episode aired.
The business has also worked on reducing paid marketing costs, they spent $400,000 on digital marketing in 2022. Expedition Subsahara made over $1 million in 2022 and based on their run rate, they should have easily surpassed $5 million by now.
The product range has expanded significantly since the show. Alongside the signature woven baskets, the company now sells placemats, coasters, vases, bowls, hampers, market shoppers, bins, planters, wall decor and a range of hand-carved wooden art.
Prices range from around $29 for small items to over $200 for larger baskets. Beyond direct-to-consumer sales on ExpeditionSubsahara.com, the company now wholesales through the Faire marketplace, which connects independent brands with retailers, and is stocked in selected brick-and-mortar home decor stores. Sofi also maintains a studio space at the Foundry Art Center in St. Charles, Missouri, where she continues to weave.
On the social mission side, there has been real progress. Seck has said publicly that the school project (the centerpiece of her original mission) has been the hardest thing for her to get off the ground, and the mission has broadened from a single school to a wider set of girls’ and women’s education initiatives across Sub-Saharan Africa. As she has put it, drawing on an African proverb: “Little by little, the bird builds its nest.”
You can purchase their products on their website, ExpeditionSubsahara.com. One of Expedition Subsahara’s bestsellers remains the Taya Storage Basket, Sofi has called it the most traditional design in the collection.
