London’s Amazon brand buyer Heroes raises $200 million

Amazon brand buyer Heroes has raised an impressive $200 million in new funding. The London-based company has been relatively quiet in the FBA brand buying race, but this heated injection of capital is set to light some fires, as a number of purchases are already on the burner. Since its founding in June of 2020, Heroes has assembled $265 million in funding.

Founded by brothers Riccardo, Alessio and Giancarlo Bruni, the trio’s background in investment banking, M&A, venture capital and e-commerce serve as Heroes’ USP in the FBA race. Together, they’ve assembled a team of 70 specialists who not only identify and acquire top Amazon marketplace performing brands, but also optimise the supply chain, logistics, brand management, marketing, and technology aspects of said acquisitions.

Using their own unique approach to identification, assessment, acquisition, and optimisation, Heroes reports that an acquisition can happen in as little as three weeks. According to the company, this method is already proving to reap rewards, with some acquired brands growing as much as 5x within the first 6 months under the Heroes banner.

Heroes’ new non-dilutive debt funding was provided by US-based investor Crayhill Capital Management.

“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,” commented co-founder Riccardo Bruni. “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.”