Berlin-based SellerX raises €100M; plans to acquire Amazon sellers in US, Europe and


Berlin-based SellerX has raised €100M in primary equity funding. The Europe-based Amazon FBA aggregator’s funding round was led by the Growth Fund of L Catterton, a consumer-focused private equity firm, along with participants such as Belgian investment company Sofina, as well as existing investors Cherry Ventures, Felix Capital, and 83North.

Christopher North, managing partner of L Catterton’s Growth Fund, says: “The leadership position they have achieved only one year after launching SellerX is truly remarkable. We believe that SellerX is well-positioned not only to continue its category leadership but also to establish an innovative new model for the future of consumer goods globally.”

L Catterton has done several important investments such as Better Mortgage, Vroom, Peloton, ClassPass, Tonal, Hydrow, Cazoo, Freetrade, Savage X Fenty, Hungryroot, Tula, Eco, and Public Goods.

Fund Utilisation

With the proceeds, the startup plans to leverage its consumer products, and it is already working on acquiring and scaling third-party Amazon FBA and other e-commerce businesses and growing them.

“Money raised in financing rounds in this space is typically heavily debt based,” says SellerX co-founder Philipp Triebel. “What’s so exciting about this round is that all of the €100 million is equity. It puts us in an incredibly strong position to raise further debt and to keep building our portfolio by acquiring the best Amazon sellers in Europe, the US, and China.”

About SellerX

SellerX was founded in September 2020 by Harvard Business School graduates Malte Horeyseck and Philipp Triebel with the backing of top investors. 

It quickly became an acquirer of third-party brands on the Amazon marketplace in Europe, along with bringing more than 30 brands under its umbrella in under a year. SellerX invests in deep market research, as well as innovative technology platforms to enable successful product launches, growth via new channels, and expansion into new markets.

Within 12 months of its launch, the startup claims to have already raised almost a quarter of a billion EUR in debt and equity. Its team has also grown from zero to 250+ employees centred around hubs in Berlin, London, and Miami.

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