Heroes buys and consolidates third-party Amazon merchants into a single operating platform to drive scale across supply chain, marketing and analytics. The company emphasizes human-led acquisition relationships while building tech to tie systems together, saying tech supports but does not replace acquisitions. Its portfolio spans babies, pets, sports, personal health and home & garden, with examples including PremiumCare dog chews, the Onco baby car mirror, Davaon gardening tools and Theraflow wooden foot massagers. Heroes launched in November 2020 and was founded by three brothers: Riccardo, Alessio and Giancarlo Bruni. The startup says sales at brands acquired since launch have grown five-fold. It currently has about 70 employees and plans to double headcount with a focus on operational experts to run acquired businesses. Heroes buys well-performing Fulfilment by Amazon (FBA) businesses across sectors such as pets, homeware, garden and sports and scales them using an in-house operations team. The company was founded by twin brothers Riccardo and Alessio Bruni in June and is headquartered in London. Heroes offers exits to entrepreneurs by acquiring their Amazon FBA brands and then optimising and expanding those brands internationally. The business has already closed its first couple of acquisitions and says it has achieved profitability. Founders have prior ecommerce and finance experience, including a prior VC-backed D2C healthtech brand and roles at EQT Ventures, Merrill Lynch, Perella Weinberg Partners and Lazada. The company plans to use new capital to finance further acquisitions, grow the acquired brands and build out its team.

Total raised

$265M

Funding rounds

2

Latest round

Debt Financing

Latest activity

Aug 2021