Finland’s e-commerce marketplace aggregator eBrands raises $30M

The Helsinki-based e-commerce aggregator eBrands has closed a $30 million round that takes the company’s total funding to $50 million. It plans to develop its current portfolio and acquire new Nordic businesses for international expansion.

  • Founded in 2020 by Erika Ottela, Jonne Välilä, and Robin Bade, eBrands is a brand aggregator buying already successful Nordic online direct-to-consumer brands and selling them internationally.
  • Its business acquisitions focus on sustainability, wellness, sports, and lifestyle products.
  • Varma Pension Fund made the majority of the financing. It is a Finnish pension insurance company investing in companies like Foxberry, Mediverkko, Vivoxid, and Ipsat Therapies. Family offices Rettig and Veikko Laine participated in the round together with and other private investors.

“This recent round of funding will help expand the acquired businesses to new marketplaces and, combined with online sales expertise, will help in our rapid growth,”

Jonne Välilä, eBrands co-founder, commented on the round.
  • The fresh funding will help eBrands develop its portfolio by adding new Northern European businesses to make them global.