Heroes secures £49m in seed funding led by Fuel Ventures and 360 Capital Partners to scale Amazon brands
Fuel Ventures and 360 Capital Partners led the seed round for the ecommerce aggregator.
Heroes is a London-based e-commerce company that acquires, operates and scales category-leading consumer brands on global marketplaces. The firm uses a technology-driven platform to optimise logistics, marketing and supply chains for acquired brands.
London-based ecommerce aggregator Heroes has secured £49m in a seed financing round. Fuel Ventures and 360 Capital Partners co-led the investment, with backing from Upper90 and various angel investors including Matt Robinson and Carlos Gonzales. The newly acquired capital will support further brand acquisitions, team expansion, and portfolio growth.
Established in June 2020 by twin brothers Riccardo and Alessio Bruni, the company targets high-performing Fulfilment by Amazon brands across multiple sectors. Heroes provides an exit route for entrepreneurs while using its in-house expertise to scale operations internationally. The business achieved profitability within five months of launching.
The transaction marks one of the largest seed investments recorded in Europe to date. Independent sellers on Amazon continue to represent a fast-growing market, bolstered by shifting consumer habits and digital retail expansion.
From the founder
"We’re excited to come out of stealth mode and announce our first funding round. The support from investors since our early days has been a huge vote of confidence in both our vision and the team. We are moving at an unprecedented speed having closed our first couple of acquisitions and already achieved profitability. Our goal is to become Europe’s largest acquirer and operator of Amazon FBA brands in the coming years and we’re looking forward to partnering with exceptional brands and entrepreneurs going forward."
Riccardo Bruni
Co-founder at Heroes
Investor perspective
"With a proven business model and two excellent founders in Riccardo and Alessio, Heroes have the requisite tools needed to be the major player within the European FBA ecosystem. From our initial discussions all the way through to leading what is one of the largest seed rounds seen across Europe, we’ve been incredibly impressed by Riccardo and Alessio’s joint vision for the business and their plans to execute. Investing into Heroes was a golden opportunity and we couldn’t be more excited to be a part of their journey going forwards."
Mark Pearson
Managing Partner, Fuel Ventures
Use of funds
- 01Fund acquisitions
- 02Grow the team