E-commerce aggregator Rainforest fully acquires baby care brand NatureBond

E-COMMERCE brand aggregator Rainforest has fully acquired baby care brand NatureBond and its parent company, Millenium Enterprises, for an undisclosed 7-figure amount.

In the press release on Wednesday (Mar 16), the company also announced that NatureBond's existing team will join Rainforest along with Jeffrey Chua, the founder of Millenium Enterprise, who will join Rainforest as an advisor.

Rainforest buys e-commerce brands, specifically in the mom, kids, baby care and home categories, and grows them with a focus on long-term success. NatureBond will join Rainforest's growing portfolio which includes brands that sell toy storage products, home bedding accessories, products for travelling with infants and more

As NatureBond is known to create distinctive products in the industry, the brand's reputation aligns well with Rainforest's portfolio strategy to assemble compelling international brands targeted at the modern mother, the company's co-founder and chief executive Jia Jih Chai said.

He believes that this partnership will advance the growth of the company's current baby brands as well as the growth of NatureBond globally.

According to Chai, this acquisition marks the first time Rainforest has acquired a brand with retail presence in Southeast Asia as NatureBond sells on regional online marketplaces as well as offline retail shops like Motherswork.

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NatureBond currently distributes beyond Amazon, selling its products in over 22 countries, including Europe, Southeast Asia and China. Chai expects NatureBond's distribution capabilities to benefit other brands that Rainforest carries as well by providing a platform for them to be available in new markets and channels.

This acquisition comes after NatureBond posted S$5.8 million worth of sales in 2020, with a 76 per cent compound annual growth rate from 2017 to 2020, while Rainforest has achieved over US$30 million annualised revenue since its establishment in 2021.

Moving forward, Chai said Rainforest plans to deploy over US$100 million in 2022 to acquire high-quality brands in the maternity, kids and home categories. The company also expects to expand operations of its brands in different countries and across new channels.