Amazon aggregators Branded and Heyday plan to merge, CNBC has learned, as a segment of the e-commerce industry that boomed during the Covid era continues to consolidate.
The new name will be officially rolled out in the coming days, and the combined companies are expected to generate annual revenue of $400 million, Rymarz wrote.
Heyday and Branded are part of the crowded and turbulent market of Amazon seller aggregators.
Prior to the deal with Paris-based Branded, Heyday explored a possible tie-up with Dragonfly, whose backers include L Catterton, before the talks fell apart, CNBC previously reported.
WATCH: What's behind the hype and billion-dollar aggregators buying Amazon sellers
Persons:
Sebastian Rymarz, Rymarz, Aggregators, Jared Kushner's, highflier Thrasio, aggregators
Organizations:
CNBC, Apollo Global Management, BlackRock, Bloomberg, Companies, Jared Kushner's Affinity Partners
Locations:
New York, Silicon Valley, BlackRock, Paris