Heroes Technology secures Debt funding from Crayhill Capital Management

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  • Heroes is a high-growth UK-based e-commerce company, focused on acquiring and scaling small-sized category-leading consumer brands.
  • Heroes is a tech-enabled liquidity provider for the new emerging class of micro and small-scale e-commerce entrepreneurs. 
  • The company announces the closing of up to $200 million of non-dilutive debt funding from leading US institutional investor Crayhill Capital Management. 

LONDON, 1 SEPTEMBER 2021: Heroes, a leading e-commerce company which acquires, operates and scales top performing Amazon brands, today announces the closing of a $200 million fundraise from US-based investor Crayhill Capital Management. The fundraise will facilitate the next phase of Heroes’ rapid growth and enable it to acquire and scale consumer brands across the globe.

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 category-leading consumer brands operating on global Amazon marketplaces. Heroes 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 rapidly scales the brands through operational optimisation across logistics, marketing, channel expansion and internationalisation. Heroes has an industry-leading track-record to supercharge brands, with some of the acquired brands having grown as much as 5x in the course of 6 months post acquisition.

Founded by brothers with extensive experience in investment banking, M&A, venture capital and e-commerce, Heroes has built a world-class team of retail and investment professionals who identify, acquire, operate and optimise top-performing consumer brands. The business empowers the next generation of e-commerce entrepreneurs to reap the rewards of their hard work through a fair and fast exit. Heroes uses a proprietary approach to identify, assess, acquire and optimise e-commerce brands which enables it to complete brand acquisitions in as little as three weeks. 

Riccardo Bruni, Co-founder, said

“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. 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 e-commerce brands in, amongst others, the baby, pets, sports, personal health and home & garden categories, consistently improving both top and bottom lines.

– ENDS –


Maria Galofre

Head of Branding
[email protected] 

About Heroes

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). Heroes is a technology-driven e-commerce company that acquires, operates and scales small-sized brands with category-winning products on global marketplaces. Heroes is backed by institutional investors including 360 Capital, Fuel Ventures and Upper90 as well as several well-known business angels.

Heroes focuses on purchasing leading Amazon consumer brands with outstanding customer reviews and a proven track record of dominant market positioning in high-growth categories. Heroes brands include the PremiumCare dog chews, the market-leading Onco baby car mirror, gardening tool brand Davaon and sustainable wooden foot massager roller Theraflow. For more information, visit https://www.makeheroes.co/.

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