Startup Ecommerce Company Branded Raises $150 Million in Venture Round

By James White Wednesday, February 10, 2021

Box with shopping cart on it sitting on a computer keyboard.

Direct-to-consumer (D2C) businesses are thriving thanks to the ecommerce marketplaces that are available to entrepreneurs and startup companies looking to peddle their products. Industry leader Amazon is the most obvious example of such a platform that allows for small businesses and creators to reach a large customer base. However, companies like ecommerce startup Branded, which recently raised $150 million from investors in a venture round, are seeking to further promote and expand D2C brands on the ecommerce giant’s marketplace.

“We are excited to leverage our ecommerce and business-building experience to create this next-generation multi-brand platform," said Branded Co-founder and CEO Pierre Poignant. "Our team will provide unmatched operations, marketing, business development and supply chain expertise, serving as the partner of choice for entrepreneurs worldwide to scale their consumer brands and delight consumers on Amazon and beyond. Our global footprint, our team's experience in scale-up growth, our ready access to capital, as well as the proprietary analytical tools and business intelligence capabilities we are building, uniquely position us to exponentially grow the best brands out there."

Investors backing the business include lead investor Target Global, Tiger Global, Kreos Capital, Lurra Capital, and more.

Building Amazon D2C Business Brands

The consumer platform startup company was co-founded in October 2020 by Poignant, who was joined by entrepreneurs Ben Kaminski and Michael Ronen, both of whom have years of experience working at Goldman Sachs.

The startup company aspires to identify and acquire high-quality brands operating on Amazon, specifically Fulfilled By Amazon (FBA) companies in the home goods department. Using the business expertise of its team, as well as the technology and assets it possesses, Branded aims to accelerate the growth of “the most successful sellers on Amazon.”

D2C company owners can simply submit a request for a customized valuation and expect a response in about two days. The startup company claims that “joining Branded is as close to pain-free as possible in the Amazon world.”

Growing Brands Beyond Amazon

"Thanks to Amazon's incredible investment in global logistics and technology, there are millions of third-party sellers worldwide on the Amazon marketplace," said Ronen, co-founder and president of Branded. "We are facing a generational opportunity to build Branded into a digital-first consumer product goods (CPG) e-commerce platform, distilling the best among the $300 billion in revenue generated by businesses already thriving on Amazon's marketplace. We will look to partner with and enable the most successful founders of high-potential brands to scale their operations globally."

Though Branded’s model specifically targets sellers on the Amazon marketplace, other startup companies in the mergers and acquisitions business, like Berlin Brands Group, are not limiting their options. In fact, Berlin Brands actually hosts its brands under its own ecommerce platform, in addition to the existing Amazon storefronts already in place. Last year, Berlin Brands boasted revenues reaching over $360 million.

About the Author


Headshot for author James White

James White is a Michigan State University graduate with a B.S. in Environmental Biology. He is interested in reporting emerging trends in technology, especially with regard to alternative energy and environmental conservation.

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