Advising leading e-commerce company on raising $200 million to accelerate growth

We have advised Heroes, a technology driven e-commerce company, on raising $200 million in non-dilutive debt funding. The investment round was led by New York-based fund, Crayhill Capital Management. The company intends to use the funds to accelerate growth and rapidly acquire and scale consumer brands across the globe.

Launched in October 2020 and led by brothers Riccardo, Alessio and Giancarlo Bruni, London-based Heroes acquires, operates and scales small and medium sized brands with products on global Amazon marketplaces. Through multiple acquisitions, it has built a portfolio of category-leading brands in the baby, pets, sports, personal health, and home and garden categories.

Since launch, Heroes has scaled its business in the UK, the EU, North American and Asia. The company employs more than 70 staff globally with a view to doubling headcount by the end of the year, with the majority of its team based across operational functions including supply chain, logistics, brand management, marketing and technology.

Commenting on the deal, finance partner Lerika Joubert said: "Heroes has achieved significant expansion in the short time since its launch and we were pleased to support them on this milestone transaction, further strengthening their ambitious strategy for growth."

Corporate partner Josef Fuss continued: "As a firm, we are focused on working with real trailblazers across different industries and we look forward to continuing our support of Heroes and seeing what they do in this exciting next phase.”

Al Zucker, General Counsel of Heroes added: "This substantial amount of capital will provide us with a greater level of flexibility in executing our growth plans and further diversifying our brand portfolio. We are extremely grateful to the Taylor Wessing team which provided insightful and pragmatic advice throughout and was instrumental to getting the deal over the line."

The team was led by corporate partner Josef Fuss and finance partner Lerika Joubert with support from senior associates Katie Horbury and Kate Bowden, associates Anna Dugoni and Emily Thomas, senior counsel Matthew Harrison, and trainee Anna-Mariya Angelinova. Additional support was provided by partner Graham Samuel Gibbon and associate Marina Constanti on tax.