Branded Group Acquires Amazon Home Product Sellers

Branded E-Commerce Group, a digital consumer products platform that partners with and invests in e-commerce and marketplace brands, announced it has raised $150 million in investment capital and acquired what it claims are 20 best-selling marketplace brands.

Branded did not disclose the names of the 20 companies it has acquired, but it reported they include some of the biggest companies selling home, leisure and lifestyle products on Amazon.

The funding is being led by Target Global, which co-founded Branded in 2020. Prominent entrepreneurs including Mark Pincus (Zynga), Jon Oringer (Shutterstock), Maximilian Bittner (Lazada) and other business leaders and former executives from Amazon, Walmart, Alibaba and Lazada have individually invested in Branded.

Since launching in 2020, Branded has built portfolio of brands with combined gross revenues of some $150 million from some of the largest FBA sellers on Amazon, according to the company. Branded is building a consumer products platform with a focus on investing in, and growing brands in the home, lifestyle and leisure categories.

Branded co-founder and CEO Pierre Poignant previously co-founded Lazada, which he led as CEO shortly after its sale to Alibaba and built it into one of the largest and fastest-growing e-commerce platforms in Asia. Branded co-founder and President Michael Ronen brings expertise in growth investing from his experience as a founding managing partner of SoftBank’s Vision Fund in Silicon Valley, to go with capital-raising and M&A execution experience as a partner and COO of the Goldman Sachs global technology group.