D2C Rollup Unicorn GlobalBees Invests In Five Brands

D2C brand aggregator and one of India’s youngest unicorns, GlobalBees has reportedly invested in five brands. The Thrasio-style arm of IPO-bound FirstCry, which is known to acquire and partner with D2C startups to help them grow, has invested in nutrition brands HealthVit and Top Gummy; personal care brands UrbanGabru and Urban Yog and lifestyle brand Kuber Industries.

According to a Mint report citing sources, Globalbees has invested up to INR 50 Cr in each brand.

Previously, Inc42 had exclusively reported that the D2C rollup startup will be investing close to $3.2 Mn in Candes for a 39.26% stake.

Currently, GlobalBees’ disclosed portfolio of acquisitions in 2022 includes D2C brands such as fitness equipment brands Reach and Strauss, healthy snack brand The Butternut Company and sustainable clothing brand Mush. In 2021, it acquired The Better Home, andMe, Prolixr, Absorbia, Yellow Chimes, HealthyHey, among others.

Founded in 2021, GlobalBees entered the unicorn club after it raised $111.5 Mn as part of its Series B funding. The SoftBank-backed unicorn became one of the youngest unicorns in the country and the second Indian rollup ecommerce startup to join the club after Mensa Brands (the youngest unicorn).

GlobalBees invests in/acquires seller business on Amazon India, Flipkart and other ecommerce marketplaces and helps them realise their full potential. Traditionally, the startup claims to be targetting online sellers that have an annual revenue rate of $1 Mn – $20 Mn, looking for a PMF and early traction and then investing $2 Mn – $6 Mn per brand acquisition or investment. In 2022, it looks to acquire up to 40 brands, founder Supam Maheshwari had said during Inc42’s D2C Summit.

The startup helps its portfolio brands with marketing and growth strategies, technology, distribution, sourcing, branding, warehousing, logistics, R&D, product development and operational needs.

Thrasio-style models (a replica of the US-based namesake) are gaining prominence in the country. With the D2C segment poised to reach $100 Bn by 2025, a host of rollup brands have taken the market by storm. Some prominent names include 10Club, GOAT BrandLabs, Upscalio, Powerhouse91 and Evenflow.

Segment-specific rollup brands such as Curefoods and Rebel Foods (for food brands), the Good Glamm Group (for personal care and lifestyle brands) and Nykaa (building a house of brands) have also gained prominence.