Evenflow Brands, an aggregator of
third-party online sellers, has acquired Trendy Home – a home furnishing brand
that sells exclusively on Amazon in the US.
This is Evenflow’s 8th acquisition in the
last eight months and with the latest deal, Evenflow seeks to start building
its capabilities in international markets. The company said its infrastructure
will be replicated and used to scale other acquired brands in the US through
Amazon.
“We see a massive growth potential for
Trendy Home in the US, India and other international markets. Additionally,
this deal gives us exposure to Amazon US and is going to be a learning
experience for us in building playbooks to grow our other domestic brands
internationally,” said Utsav Agarwal, co-founder and CEO of Evenflow.
Trendy Home is Evenflow’s first acquisition
in the home furnishing category and it said it aims to acquire a significant
market share in this category on ecommerce marketplaces such as Amazon,
Flipkart, Meesho and others in India.
Home furnishing is still a highly
unorganised market which Evenflow said will give an opportunity to build a
brand and command mindshare in the consumers’ minds.
“With a deep focus on sustainable growth we
will be bringing in best practices like price optimisation, supply chain
efficiencies, new SKU and category launches across the Trendy Home
portfolio,” Evenflow’s co-founder, Pulkit Chhabra said.
Founded by former Uber executives Agarwal
and Chhabra in 2021, Evenflow aggregates third-party sellers on e-commerce
platforms like Amazon and Flipkart. It acquires online marketplace sellers in
the range of $200,000 – $2 million per brand.
Unlike other Thrasio-style rollups focusing
on D2C brands, Evenflow is heavily focused on third-party sellers on
marketplaces and acquires them at EBITDA multiples.
“We were completely aligned in terms of our
future plans to build and expand the brand. With the e-commerce expertise that
Evenflow brings, Trendy Home can expand globally and can be made accessible
through many more platforms with a wider variety of products under different
categories,” Trendy Home’s founder, Ram Kumar, said Courtesy: www.economictimes.indiatimes.com
