Online consumer products firm Branded Group raises $150m from Tiger Global, others

Pierre Poignant. Photographer: Paul Yeung/Bloomberg

Branded Group, a digital consumer products platform founded by former Lazada co-founder and CEO Pierre Poignant, announced raising $150 million in a funding round led by co-founder Target Global.

Other global funds, including Declaration Partners, Tiger Global, Kreos Capital, Lurra Capital, Rega Ventures, Kima Ventures, and Vine Ventures participated in the funding round, along with Zynga founder Mark Pincus, Shutterstock founder Jon Oringer, and Lazada co-founder Maximilian Bittner.

Launched in 2020, Branded partners with founders of third-party seller brands on Amazon and other marketplaces to help them in acquisitions, investments, improved operations, sourcing, and marketing.

The firm claims to have already acquired 20 marketplace brands in categories such as home, leisure, and lifestyle across Asia, the US, and Europe.

Branded, however, did not disclose the names of the 20 companies that it has acquired but said the “high-potential brands” have combined gross revenues of approximately $150 million.

“Our team will provide unmatched operations, marketing, business development, and supply chain expertise, serving as the partner of choice for entrepreneurs worldwide to scale their consumer brands and delight consumers on Amazon and beyond,” said Branded co-founder and CEO Pierre Poignant.

Poignant previously co-founded Lazada, which he led as CEO shortly after its sale to Alibaba. His co-founder at Branded, Michael Ronen, was founding managing partner of Softbank’s Vision Fund in Silicon Valley.

Branded, which has presence in Paris, Berlin, New York, Silicon Valley, and Miami, said it can leverage the expertise of its co-founders in helping brands build online presence better than doing it on their own.

Target Global, the lead investor in the funding round, is described as a co-founder of Branded Group. It is an international investment firm headquartered in Berlin, with more than $1.5 billion in assets under management.

Target Global’s portfolio includes companies such as used car trading platform Auto1, online food delivery firm Delivery Hero, global fintech firm Rapyd, travel management firm TravelPerk, digital insurer WeFox, and new mobility insurance provider Zego.

Singapore Reporter/s

In Singapore, we are looking to double our reporting team by this year-end to comprehensively cover the fast-moving world of funded startups and VC, PE & M&A deals. We want reporters who can tell our readers what is really happening in these sectors and why it matters to markets, companies and consumers. The ability to write precisely and urgently is crucial for these roles. Ideal candidates must have to ability to work in a collaborative, dynamic, and fast-changing environment. We want our new hires to be digitally savvy and ready to experiment with new forms of storytelling. Most importantly, we are looking for hard-hitting reporters who work well in a team. Collaboration and collegiality are a must.

Following vacancies can be applied for (only in Singapore).

Following vacancies can be applied for (only in Singapore).   

  • A reporter to track companies/startups that have raised private capital, and have the potential to become unicorns. SEA currently has over 40 companies with a valuation of over $100 million and under $1 billion.
  • A reporter who can get behind the scenes and reveal how funding rounds are put together, or why they’ve failed to materialise. She/he in this role will largely focus on long-format stories. 
  • A journalist to track special situations funds, distressed debt and private credit (from the PE angle) across Asia.

Singapore Reporter/s

In Singapore, we are looking to double our reporting team by this year-end to comprehensively cover the fast-moving world of funded startups and VC, PE & M&A deals. We want reporters who can tell our readers what is really happening in these sectors and why it matters to markets, companies and consumers. The ability to write precisely and urgently is crucial for these roles. Ideal candidates must have to ability to work in a collaborative, dynamic, and fast-changing environment. We want our new hires to be digitally savvy and ready to experiment with new forms of storytelling. Most importantly, we are looking for hard-hitting reporters who work well in a team. Collaboration and collegiality are a must.

Following vacancies can be applied for (only in Singapore).

Following vacancies can be applied for (only in Singapore).   

  • A reporter to track companies/startups that have raised private capital, and have the potential to become unicorns. SEA currently has over 40 companies with a valuation of over $100 million and under $1 billion.
  • A reporter who can get behind the scenes and reveal how funding rounds are put together, or why they’ve failed to materialise. She/he in this role will largely focus on long-format stories. 
  • A journalist to track special situations funds, distressed debt and private credit (from the PE angle) across Asia.