BBG to invest €250 million in Amazon merchants and online retailers

One of the leading platforms for direct-to-consumer e-commerce brands in Europe, the Berlin Brands Group (BBG), announced its investment of €250 million ($304 million) in e-commerce brands internationally. The targeted companies are primarily active

in the garden, home & living, sports, electronics, and household appliances sectors and are expected to generate a turnover of between €0.5-30 million. With this investment push, BBG is pursuing its goal of becoming the largest acquirer of direct-to-consumer brands in Europe.

The company is ranked among the top market sellers on Amazon globally. However,

the majority of the revenue is generated outside of Amazon, mostly through its own direct-to-consumer webshops. BBG has a track record in growing direct-to-consumer brands, having built 14 brands that sell over 2,500 products across more than 100 channels (their own webshops, marketplaces, price comparison sites, search engines, etc.) in 28 countries. This opens up great opportunities for up-and-coming brands, especially in the European region, where the e-commerce market is particularly fragmented, with Amazon having a comparatively low market share of only around 10 percent.

“The decision to sell one's own company is a big step in life, which makes it all the more important to find a reputable buyer. We started building our brands in 2005, for which we needed to create our own set of tools and with them, we learned how to substantially grow our brands. This investment and our expertise of over a decade enable us to help brands around the world to scale up by becoming a part of our global e-commerce platform active in 28 countries. Our investment is a big step towards bringing together the most successful brands of tomorrow in one strong group,” Peter Chaljawski, Founder and CEO of the BBG, said.

(WBJ)