Heroes exits stealth mode with $65 million to buy Fulfilment by Amazon businesses

Capitalising on the ecommerce surge driven by the pandemic, two brothers from Hamburg founded a new company in London, Heroes, to buy well-performing Amazon businesses and scale them up. That was in June. Today, Heroes announced it has raised $65 million in a seed funding round led by Fuel Ventures and 360 Capital Partners with participation from Upper90, an alternative capital provider for ecommerce assets.  Here’s how the UK company’s ecommerce machine works: Heroes acquires successful Fulfilment by Amazon (FBA) businesses from a range of different sectors including pets, homeware, garden, sports, etc. Giving those entrepreneurs an exit, Heroes has an in-house team to optimise and scale the brands internationally. This massive seed funding round will predominantly be used to finance further acquisitions, grow the brands and build out the team. Twin brothers Riccardo and Alessio Bruni founded the company together and say they previously founded a VC-backed D2C ecommerce brand in the healthtech sector. Riccardo once worked as a venture capital investor at EQT Ventures and in M&A at Merrill Lynch. Alessio also worked in M&A (at Perella Weinberg Partners), before leading the retail division as a VP at Lazada, dubbed the ‘Amazon of South East Asia’. “We are moving at an unprecedented speed having closed our first couple of acquisitions and already achieved profitability. Our goal is to become Europe’s largest acquirer and operator of Amazon FBA brands in the coming years,” said Ricardo.

Photo: Co-founders Alessio and Ricardo Bruni