HomeUKHeroes Raises $200M in Non-Dilutive Debt Funding

Heroes Raises $200M in Non-Dilutive Debt Funding



Heroes, a London UK-based e-commerce company, raised $200M in non-dilutive debt funding.

The round was led by Crayhill Capital Management.

The company intends to use the funds to accelerate growth and acquire and scale consumer brands.

Led 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), Heroes is a technology-driven e-commerce company that acquires, operates and scales small-sized brands with products on global marketplaces.

Since its launch in October 2020, Heroes has scaled its business in the UK, the EU, North America and Asia, and through multiple acquisitions has built a portfolio of consumer brands operating on global Amazon marketplaces in, amongst others, the baby, pets, sports, personal health and home & garden categories.

The company 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. Heroes integrates acquired brands onto its own tech-enabled and operational platform post acquisitions and scales the brands through operational optimisation across logistics, marketing, channel expansion and internationalisation.

Heroes brands include the PremiumCare dog chews, Onco baby car mirror, gardening tool brand Davaon and sustainable wooden foot massager roller Theraflow.

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