Thrasio announced that it is expanding its recent €200 million commitment to acquire German ecommerce businesses to €500 million to fuel its growth broadly across Europe. The company cited a robust pipeline of recently-competed European acquisitions including Bonstato, a German private label brand incubator known for its everyday products with a distinctive design standard and superlative reviews.
The Bonstato deal showcases Thrasio’s unique strengths to onboard a robust Amazon brand and immediately put its specialized teams to work simultaneously optimizing across multiple channels. At its purchase, Bonstato generated 96% of revenue from Amazon, which Thrasio has already diversified, launching products in the German and US marketplaces that have become top sellers in their categories and tripling the run rate revenue of the German-based direct-to-consumer (DTC) site. Thrasio teams have also added localized affiliate marketing in the US, a soon-to-launch US DTC site, and plans to take high performing products into retail, both in the US and across Europe.
“With a team of 700+ strong and over a $1 billion raised in just the last month, Thrasio is the only buyer in the space that is truly a global omnichannel machine,” says Ken Kubec, VP Acquisitions. “Scaling on all global Amazon marketplaces, DTC, retail, and other sales channels is a challenge that requires specialized expertise, all of which Thrasio has in-house. As a leading digital e-commerce acquirer and operator, we create an ‘everybody wins’ situation—sellers receive more money through well-aligned earnout incentives and their high quality products end up in the hands of even more consumers, all over the world.”
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Bonstato co-owner Max Winkler, who recently became a father and wanted to slow down the pace of his professional life, says that he and co-owner Frank Petri were thrilled to find Thrasio and secure a lucrative exit. “Thrasio was diligent and professional throughout the process. They clearly showed us the path to future growth which convinced us of their operational excellence and the adjusted earnings we were seeking. All of this has been confirmed by the expeditious closing, smooth transition, and the way that the business keeps on growing.”
Bonstato is a German brand incubator with three individual brands and a wide range of products designed in downtown Munich: bonAMICO, which offers pet-owner favorites including vehicle seat covers, pet beds, and grooming accessories; bonmedico, which sells ergonomic and orthopedic auxiliary products to promote a healthy lifestyle and relieve chronic pain; and bonVIVO, which offers a wide range of high-quality furniture and home accessories including tables, coffee/tea accessories, and floor chairs. The brand maintains a strong presence in the US market as well as the EU.
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