Creating a new acquisition model, Amazon aggregator Society Brands received $200 million in financing!

According to foreign media reports, Amazon aggregator Society Brands recently announced that it has completed its first institutional financing of US$205 million, led by i80 Group Capital.

Unlike other aggregators, Society Brands has adopted a “founder-friendly” acquisition approach, encouraging founders of acquired e-commerce companies to join Society Brands, become co-founders of Society Brands, and grow together with the acquired brands .

Society Brands, a tech-based consumer goods company, is one of the Amazon Aggregators , a new business model that seeks out and acquires local e-commerce brands that sell on Amazon and their own DTC websites through financing , expanding the scale of these businesses to generate revenue.

Following its first institutional financing, Society Brands also announced that it had acquired OmniiX, a service provider that has served hundreds of consumer brands selling products on Amazon and has a record of nearly 40% brand growth per year. Society Brands hopes to learn from OmniiX how to manage brands at scale as they manage hundreds of millions of dollars in revenue for their clients.

Society Brands CEO Michael Sirpilla said that the biggest gain from this acquisition is the human capital component of OmniiX, which is also one of the characteristics of Society Brands' acquisitions of companies, which is to value talent.

Society Brands' acquisition model is "founder-friendly," providing the right founders with a place to stay connected to their brands. Many e-commerce business owners are not ready to sell their e-commerce companies and retire. On the contrary, many bosses are young and motivated, and many want to continue working after selling the company. Society Brands will allow these founders to join as brand presidents and become co-founders of Society Brands. These founders will also receive shared resources to expand the scale of their original business.

“We are confident in Society Brands’ acquisition capabilities given its unique ‘founder-friendly’ model and its well-equipped executive team, which makes it a unique Amazon aggregator,” said Asher Hochberg, managing director of i80 Group.

This institutional financing makes Society Brands one of the most well-funded Amazon aggregators in the world and will enable it to continue to scale and become a $1 billion+ revenue business in the coming years.

Amazon Platform

Financing