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E-commerce startup Heroes exits stealth Mode and raises $65 Million

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Kendra Leone

Kendra Leone

Kendra Leone is a staff writer for MTL+Ecommerce, covering Montreal and Quebec News. Kenda loves to stand out in a crowd. Her hair is never the same color and she loves her feminine, yet punk style. Kenda is passionate about art, feminism, culture and cinema. She studied anthropology and journalism before turning her attention to Ecommerce and Digital Marketing.
Quentin Hibon

Quentin Hibon

Quentin is the VP at MTL+ECOMMERCE and Marketing Director at Keylime Marketing. He is Passionate about E-commerce, Business growth and startups. 

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E-commerce startup Heroes exits stealth Mode and raises $65 Million

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Heroes, a European e-commerce business operating a similar model to unicorn Thrasio in the U.S plans to become Europe’s largest acquirer and operator of “Fulfillment by Amazon” (FBA) brands. Heroes exits stealth mode and raises $65 million in funding round.

How Does it work?

Heroes acquires successful Fulfilment by Amazon (FBA) businesses from a range of different sectors including pets, homeware, garden, sports, etc. 

Giving those entrepreneurs an exit, The London based Heroes has an in-house team to optimise and scale  brands internationally.  The idea is to provide these types of founders with an exit opportunity, while leveraging Heroes’ infrastructure to hopefully scale these FBA companies internationally via its in-house team of experts.

“We are moving at an unprecedented speed having closed our first couple of acquisitions and already achieved profitability. Our goal is to become Europe’s largest acquirer and operator of Amazon FBA brands in the coming years,” declares Ricardo.


What’s Heroes story and vision?

Twin brothers Riccardo and Alessio Bruni founded the company together. Previously, they have founded a VC-backed D2C ecommerce brand in the healthtech sector. 

Riccardo Bruni once worked as a venture capital investor at EQT Ventures and in M&A at Merrill Lynch. Alessio also worked in M&A (at Perella Weinberg Partners), before leading the retail division as a VP at Lazada, dubbed the ‘Amazon of South East Asia’.

Planning on Debt and Equity to scale

In June, the Twin brothers announced Heroes has raised $65 million in a seed funding round led by Fuel Ventures and 360 Capital Partners with participation from Upper90, an alternative capital provider for ecommerce assets.

Angel investors in the company include Matt Robinson, co-founder of GoCardless and Nested, and Carlos Gonzales, COO of GoCardless. 

The round is  a mixture of equity financing and debt.The new funding will be used to continue hiring the early team and to support the first few acquisitions.

“Debt will play an important role in the growth of our business going forward,” states ex-EQT VC Riccardo Bruni. He explains: “Ultimately, it is a significantly cheaper form of capital which is non-dilutive, allowing our team and our investors to retain ownership in Heroes in the long term”.

Which brands fit Heroes

Amazon Driven Brands

Brands who are primarily sold through Amazon FBA with 90%+ of its revenue coming from this channel would be best fit for Heroes.

Winning Products

Brands with winning products are definitely a fit for Heroes. Other Brands with loads of reviews, strong ratings and are ranking high in organic search for relevant keywords are also considered to be a good fit for Heroes.

Attractive Market

Brands who focus on a market with a growing search volume and where price has remained stable. But Brands should avoid short-lived trends to be considered.

About Heroes

Heroes is a technology-driven ecommerce company that acquires, operates, and scales small and medium-sized brands with category-winning products on global marketplaces.

Heroes focus on Amazon FBA brands with outstanding customer reviews and a proven track record of leading bestseller lists in high-growth niches.

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