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Branded Raises $150 Million in Funding

New York: Branded E-Commerce Group (“Branded”), a global digital consumer products platform that partners with and invests in e-commerce and marketplace brands, today announced it has raised $150 million in investment capital and acquired 20 best-selling marketplace brands.

Target Global co-founded the company and led the round with participation from other global funds including Declaration Partners, Tiger Global, Kreos Capital, Lurra Capital, Regah Ventures, Kima Ventures, and Vine Ventures. Prominent entrepreneurs including Mark Pincus (Founder of Zynga), Jon Oringer (Founder of Shutterstock), Maximilian Bittner (Co-Founder of Lazada), and a dozen other business leaders and former executives from Amazon, Walmart, Alibaba, and Lazada have also individually invested in Branded.

Since its founding in 2020, Branded has built a robust portfolio of high-potential brands with combined gross revenues of approximately $150 million, making the group home for some of the largest FBA (‘Fulfilled by Amazon’) sellers on Amazon. Branded is building a consumer products platform, with a focus on investing in, and growing brands in the Home, Lifestyle & 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 deep expertise in growth investing from his experience as a founding managing partner of SoftBank’s Vision Fund in Silicon Valley, as well as a wealth of capital-raising and M&A execution experience from his 19 years at Goldman Sachs, where he was a partner and COO of the global technology group.

“We are excited to leverage our e-commerce and business-building experience to create this next-generation multi-brand platform,” said Mr. 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.”


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