FBA acquirer SellerX raises 100 million euros

SellerX, a Germany-based company that buys and builds Amazon brands, has raised 100 million euros in primary equity funding. It’s the largest amount of money in a funding round by a European Amazon FBA aggregator.

The money comes from L Catterton, the world’s largest consumer-focused private equity firm, Belgian investment company Sofina and existing investors Cherry Ventures, Felix Capital, and 83North.

SellerX already raised almost 250 million euros

SellerX was founded in September 2020 and has been very busy acquiring and scaling third-party Amazon FBA and other ecommerce businesses (like many Amazon seller acquisition companies in Europe do nowadays). The company has already raised almost 250 million euros in debt and equity and in less than a year, it went from zero to more than 250 employees in Berlin, London, and Miami.

SellerX bought 30+ brands, aims to double that number.

Since its inception, SellerX has bought over 30 ecommerce brands and plans to use the fresh funding to double that number over the coming year. “We invest in deep market research, as well as innovative technology platforms to enable successful product launches, growth via new channels, and expansion into new markets”, it explains.

Equity, not debt based

Co-founder Philipp Triebel says the exciting thing about this funding round is that typically, the money raised is debt based. “But all of the 100 million euros is equity. It puts us in an incredibly strong position to raise further debt and to keep building our portfolio by acquiring the best Amazon sellers in Europe, the US, and China.”

We have an opportunity to cement our place in the future of consumer products.

Malte Horeyseck, the other co-founder, is happy with the new investors. “L Catterton, founded by Catterton, LVMH, and Groupe Arnault, has unmatched expertise in the consumer goods sphere. This will be invaluable to us as we continue to grow. Together, we have an opportunity to cement our place in the future of consumer products.”