An eCommerce company which acquires, operates and scales top-performing Amazon brands has raised £145 million.

Since its launch in October 2020, Heroes has scaled its business in the UK, the EU, North America and Asia. 

Through multiple acquisitions it says it has built a portfolio of category-leading consumer brands operating on global Amazon marketplaces. 

The fundraise from US-based investor Crayhill Capital Management will enable Heroes to rapidly acquire and scale consumer brands across the globe.

The firm employs more than 70 staff globally with a view to doubling headcount by the end of the year, with the majority of its team being based across operational functions, such as supply chain, logistics, brand management, marketing and technology.

KG Physio

Heroes helps operate brands such as KG Physio

Heroes was founded in 2020 by brothers Riccardo Bruni (formerly of Merrill Lynch and EQT Ventures), Alessio Bruni (formerly of Perella Weinberg Partners and Lazada) and Giancarlo Bruni (formerly Nomura and Liberty Global). 

“We’ve achieved incredible growth since our launch in October 2020 and we are excited to be partnering with Crayhill Capital Management to support us on the next phase of our journey,” said Riccardo. 

“By adding this significant amount of capital, we now have a high level of flexibility in executing on our growth plans and significantly expand and further diversify our brand portfolio. 

“We look forward to continuing our work with the new wave of outstanding entrepreneurs to give them a fast, seller-friendly and reliable way to sell their business, so they can reap the fruits of the hard work they have put into building their brands.”

Since its establishment in 2020, Heroes has acquired and scaled category-leading eCommerce brands in the baby, pets, sports, personal health and home & garden categories.

The firm is backed by institutional investors including 360 Capital, Fuel Ventures and Upper90 as well as several well-known business angels.