Essor: a strategically positioned new player in the Amazon aggregator sector
In August 2024, the merger between BRANDED, a Paris-based consumer goods platform, and Heyday, a pioneer in digital brand creation, gave birth to Essor. This new entity positions itself as a key player in the Amazon aggregator sector, with a rapidly growing portfolio of brands and a clearly defined ambition: to transform digital brands into omnichannel leaders on a global scale.
Market context: the evolution of marketplaces and the rise of aggregators
The marketplace sector, particularly Amazon, has seen dramatic growth in recent years. The gross merchandise volume on Amazon nearly doubled between 2019 and 2021, reaching $390 billion and accounting for 58% of the platform’s total sales. This expansion has attracted an increasing number of small and medium-sized sellers but has also complicated their ability to grow independently due to rising costs and the complexity of eCommerce management.
It is within this context that aggregators like Essor operate. These companies acquire brands that have successfully established themselves on platforms like Amazon, supporting them with financial, technological, and operational resources to accelerate their growth. In 2021, Amazon aggregators attracted nearly $15 billion in capital, a clear sign of investors’ confidence in this business model.
Acquisition of Heyday: strengthening Essor’s capabilities
The merger between BRANDED and Heyday enables Essor to combine a solid portfolio of digital brands with advanced technological capabilities. Heyday has heavily invested in developing a technology platform that uses artificial intelligence and data science to optimize marketing, commercial, and logistical decisions. This acquisition also brings Essor an extensive distribution network across the United States, further strengthening its presence in one of the world’s largest markets.
With a portfolio that includes brands such as Boka, Puracy, ZitSticka, FreshCap, OTOTO, Viking Revolution, and Iron Flask, Essor generates approximately $400 million in annual revenue. These brands are sold on major marketplaces, through direct-to-consumer websites, and in leading retail chains like Target, Walmart, and CVS.
Growth strategy and leadership
Under the leadership of Pierre Poignant (CEO), Sebastian Rymarz (President), and Ben Kaminski (Chairman), Essor aims to capitalize on the synergies between BRANDED’s operations and Heyday’s technology to scale its brands globally. Since its acquisition in 2022, Boka, a premium oral care brand, has multiplied its revenue sixfold, becoming the number one toothpaste on Amazon in the United States. Similarly, Puracy has doubled its presence in the natural cleaning products market.
To support this expansion, Essor has secured new capital investment and a new line of credit, enhancing its capacity for strategic acquisitions and continued investment in brand development.
Future outlook and market positioning
Essor is focused on expanding its brand portfolio globally, leveraging technological advancements and the distribution networks gained through the merger with Heyday. The company plans to continue developing its omnichannel capabilities by integrating new brands and improving the performance of existing ones in international markets.
Essor’s objective is to become a leader in the digital consumer goods sector by capitalizing on the growth trends of marketplaces and addressing the increasing challenges of eCommerce.
