Alantra advises the founders and shareholders of KW-Commerce on its sale to SellerX



Dec 2021
Sell-side advisory

Frankfurt – Alantra, a leading global investment bank and asset management firm, is pleased to announce that it has advised the founders and shareholders of KW-Commerce GmbH (“KW-Commerce”) on the sale of 100% of the share capital to MXP Prime Platform GmbH (“SellerX”). SellerX acquires FBA (Fulfilment by Amazon) merchants and other e-commerce companies to scale them.

KW-Commerce was founded in 2012 by Jens Wasel and Max Kronberg and is a leading and fast-growing e-commerce company selling mobile accessories and home & living products under the brands kwmobile, kalibri, and Navaris. Offering its products exclusively via online marketplaces, the Company is one of the world’s largest retailers on Amazon but also sells via other online marketplaces and generates more than €100 million in sales. KW-Commerce operates a powerful infrastructure covering everything from the design, sourcing, marketing, and fulfilment to quality control. Focussed on the European, North American, and Japanese markets, KW-Commerce operates three logistic hubs in Germany, Hong Kong, and mainland China and employs more than 450 people.

Founded in 2020, SellerX is one of Europe’s leading aggregators of e-commerce businesses. The Company builds category-winning brands by acquiring and scaling third-party Amazon FBA and other e-commerce businesses, operating several brands across multiple verticals. Until today, SellerX successfully raised more than €660 million (including debt and equity) from renowned investors such as Blackrock, Victory Park Capital, L Catterton Growth Fund, Sofina, as well as Cherry Ventures, Felix Capital, and 83North. As of today, the Company has acquired approximately 30 e-commerce companies.

Going forward, SellerX plans to further acquire and integrate FBA businesses targeting 30 to 40 acquisitions over the next years, aiming to become the leading FBA aggregator in Europe with over €1 billion in sales.

Mathias Heymann, Managing Director in M&A at Alantra’s Frankfurt office, highlighted: “We are delighted to have advised the founders of KW-Commerce on this important transaction. Jens and Max have built an exceptional company and together both businesses will be able to grow even faster. Given the continuous growth of the e-commerce industry and the ongoing consolidation trend in the FBA sector, we expect many transactions in this space over the coming years.”

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