Heroes Funding, Investors & Competitors

Heroes has raised $122M across 2 funding rounds, most recently a $57M Series A in February 2022.

Last Heroes funding round

$57M

Series A · Feb 2022

Cumulative funding Heroes raised

$122M

across 2 funding rounds

Key investors in Heroes

  • Fuel Ventures
  • 360 Capital
  • Sprint Vc
  • HOF Capital
  • Matt Robinson
  • Upper90
  • PROOF
  • Carlos Gonzalez-Cadenas

Heroes Overview

About Heroes

Heroes is a Tel Aviv-based e-commerce operator acquiring Amazon FBA brands in high-growth niches like home goods and beauty. The company scales operations through optimized listings, PPC advertising, and supply chain enhancements. Heroes manages a portfolio of 15 brands generating sales across US and EU marketplaces. Founded in 2021, it focuses on products with 4.5-star ratings and bestseller rankings.


Founded

2020

HQ

United KingdomLondon

Status

Privately held

Customer focus

B2C

Revenue model

Product sales

Heroes Funding History

Heroes has raised a total of $122M across 2 funding rounds.

Heroes' first fundraising round was a $65M undisclosed-stage round in November 2020. The most recent completed round was a $57M Series A in February 2022.

Heroes funding rounds

Heroes funding rounds
DateStageInvestorsRaisedDeal Summary
Feb 2022Series AUpper90 (lead); PROOF; Sprint Vc; 360 Capital; HOF Capital; Fuel Ventures; DIP Capital$57MHeroes is a technology-driven e-commerce company that acquires, operates, and scales small and medium-sized brands with category-winning products on global marketplaces. It operates in the Amazon third-party seller roll-up space, similar to companies like Thrasio, Branded, SellerX, Heyday, and Perch, which have collectively raised or committed over $1 billion for acquiring promising merchants. Upper90, the lead investor in the specified round, has Heroes listed in its portfolio alongside other e-commerce and consumer-focused startups like Thrasio, Valoreo, and Clutch.
Nov 2020Undisclosed stage360 Capital (lead); Fuel Ventures (lead); Matt Robinson; Carlos Gonzalez-Cadenas; Chris Priebe; Philip Green$65MHeroes is a UK-based tech-driven ecommerce company founded in June 2020 by brothers Alessio and Riccardo Bruni that acquires, operates, and scales high-performing Fulfilment by Amazon (FBA) brands in sectors like baby, pets, homeware, kitchenware, garden, DIY, sports, and outdoors. The company announced on November 11, 2020, the closing of a $65 million seed or pre-seed funding round co-led by Fuel Ventures and 360 Capital Partners, with participation from Upper90 and angels including Matt Robinson, Carlos Gonzalez-Cadenas, Chris Priebe, and Philip Green. This round, one of the largest pre-seed rounds in European history, consists of a mix of equity and debt to finance further acquisitions, team expansion, and brand growth while providing exits for FBA founders. Heroes had already completed its first acquisitions and achieved profitability within five months of incorporation by November 2020, demonstrating rapid execution in a fragmented European Amazon marketplace. The funding equips Heroes to purchase an extensive list of identified Amazon FBA brands that have achieved product-market fit, allowing Heroes to focus on scaling them internationally with in-house expertise in operations, supply chain, marketing, and logistics. Unlike US competitors like Thrasio and Perch, which target the US market, Heroes is London-based and emphasizes Europe's more fragmented marketplaces across countries. The model addresses challenges faced by FBA founders managing businesses exceeding $1 million in scale, offering seamless exits and professional management. Investors highlighted Heroes' execution capabilities and market opportunity accelerated by COVID-19 ecommerce growth. In a follow-on development, Heroes raised $200 million in debt by August 2021 to acquire more merchants, with acquired brands showing five-fold sales growth since launch.

Who has invested in Heroes?

11 investors have backed Heroes across its funding rounds, including Fuel Ventures, 360 Capital, Sprint Vc, HOF Capital, Matt Robinson and Upper90.

Lead investors include Upper90, 360 Capital and Fuel Ventures.


Heroes Investors

Investors in Heroes by funding rounds participated
InvestorHQRoundsRoleFirst check
360 CapitalFranceFrance2LeadNov 2020
Fuel VenturesUnited KingdomLondon2LeadNov 2020
Matt RobinsonUnited KingdomLondon1ParticipantNov 2020
PROOFUnited StatesUnited States1ParticipantFeb 2022
Upper90United StatesNew York City, NY1LeadFeb 2022
Sprint VcUnited StatesNew York City, NY1ParticipantFeb 2022
Carlos Gonzalez-CadenasUnited KingdomLondon1ParticipantNov 2020
HOF CapitalUnited StatesNew York City, NY1ParticipantFeb 2022
Chris PriebeUnited KingdomLondon1ParticipantNov 2020

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Heroes Competitors

Heroes competitors include listed companies like Alibaba Group, Pinduoduo, MercadoLibre and Sea, and private ones like Noon and Snapdeal.

Public and private companies comparable to Heroes
CompanyHQStatusRevenueEBITDAValuationRevenue Multiple
Alibaba GroupChinaChinaPublicly listed$153B$15B$266B1.6x
PinduoduoChinaChinaPublicly listed$64B$14B$111B0.7x
MercadoLibreArgentinaArgentinaPublicly listed$29B$3.7B$93B2.6x
SeaSingaporeSingaporePublicly listed$23B$2.4B$62B2.0x
NoonSaudi ArabiaRiyadhPrivate--$10B-
SnapdealIndiaGurgaonPrivate$26M-$6.5B-

Heroes Public Comps

Heroes is still privately-owned, but its public comps include Amazon, Tencent, Alibaba Group, Pinduoduo, MercadoLibre, Carvana, Sea, JD.com, Coupang and LY Corporation.

Last FYEV/RevenueEV/EBITDA
RevenueEBITDALast FYLTM2027ELast FYLTM2027E
Amazon$717B$161B3.9x3.5x17.5x13.8x
Tencent$112B$51B4.5x4.2x9.9x9.9x
Alibaba Group$153B$15B1.7x1.6x17.5x13.0x
Pinduoduo$64B$14B0.7x0.7x3.1x2.8x
MercadoLibre$29B$3.7B3.5x2.6x27.2x25.1x
Carvana$20B($110M)3.7x2.9x(691.4x)27.7x
Sea$23B$2.4B2.5x2.0x24.3x16.5x
JD.com$195B$4.3B0.1x0.1x6.7x6.7x

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Common questions about Heroes

When was Heroes founded?Heroes was founded in 2020.
Where is Heroes headquartered?Heroes is headquartered in London, United Kingdom.
Is Heroes publicly listed?No, Heroes is a private, VC-backed company.
How much funding has Heroes raised?Heroes has raised $122M across 2 funding rounds.
What was Heroes' last funding round?Heroes' last funding round was a $57M Series A in February 2022, led by Upper90.
Who are Heroes' investors?Heroes' investors include 360 Capital, Fuel Ventures, Matt Robinson, PROOF, Upper90, Sprint Vc, Carlos Gonzalez-Cadenas, HOF Capital, Chris Priebe, DIP Capital and 1 other.
Which companies are comparable to Heroes?Companies comparable to Heroes include Alibaba Group, Pinduoduo, MercadoLibre, Sea, Noon and Snapdeal.

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