Thrasio-Type Mensa Manufacturers Acquires Leather-based Model Estalon

Estalon is a unique, original, family-owned leather brand developed in partnership with Mosay International

With Mensa, the startup wants to grow fivefold by 2025

Including Estalon, Mensa Brands has already acquired 15 D2C brands within eight months of its launch and plans to increase that number to 50 by 2024

E-Commerce Rollup Unicorn Mensa Brands has taken over the Calcutta-based leather goods manufacturer and seller Estalon. With Mensa, the startup wants to grow fivefold by 2025.

Estalon, a unique brand, was created in collaboration with Mosay International. The company is largely family-owned and specializes in the manufacture of various leather products such as women’s handbags, shoulder and shopping bags, rucksacks, men’s folders, organizers, purses, key cases, etc. The portfolio also includes small accessories such as rigger gloves, welding gloves, etc.

After the takeover, Estalon plans to introduce high-demand leather categories. It also aims to leverage Mensa’s data-driven insights, digital marketing, and expertise in improving operational efficiency for turbocharger growth.

Mohammed Mobashir, founder of Estalon, said in a statement that the expertise and enthusiasm of the Mensa team will help expand the brand’s presence and achieve its growth targets. “We’re focused on serving existing customers better and reaching new customers by introducing new products, launching on new channels, and refining the customer experience,” he added.

According to Mordor Intelligence, the leather industry in India was valued at $ 13 billion in 2019 and is expected to grow to $ 25 billion over the next 10 years.

Mensa Brands will be in November 2021. founded in the Thrasio style became the fastest Indian startup to become a unicorn after raising $ 135 million in a Series B round led by Alpha Wave Ventures at a valuation of $ 1 billion. The startup acquires, consolidates and scales e-commerce brands across a wide range.

Mensa Brands, based in Bengaluru, has already acquired 15 D2C brands within eight months of its launch. By 2024, it will keep an eye on a portfolio of 50+ companies in the fashion, home, garden, personal care and beauty sectors.

The startup claims to be investing in new age consumer brands that are profitable and have sales between $ 1 million and $ 10 million. Founder Ananth Narayanan previously told Inc42 that Mensa is buying a majority stake (50-60%) within the brand for 5-7 times the company’s EBITDA.

The cafeteria team brings in internal expertise in the areas of marketplace-native technology, data mining and digital marketing, category management and operation, brand building and global expansion. This is how it pushes the brands into the e-commerce segment with an omnichannel strategy, financial support, geographic expansion and process optimization.

Cafeteria brands current portfolio includes Pune-based women’s clothing brand Karagiri, Delhi NCR-based jewelry brand Priyaasi, men’s leisure brand Hubberholme, Mumbai-based men’s leisure brand Dennis Lingo, ethnic women’s clothing brand Ishin and smart FMCD startup Helea, Jaipur-based ethnic clothing brand Anubhutee, Villain who have favourited Ahmedabad-based personal care brand for men. Recent additions include Delhi NCR’s Digital First program Children’s fashion brand LilPicks and Denim brand High Star from Chennai.

However, Mensa Brands is not the first such user of the Thrasio model in India – some well-known names include Supam Maheshwari’s FirstCrys GlobalBees, Rishi Vasudevs GOAT Brand Labs, Utsav Agarwal & Pulkir Chhabras Evenflow, Bhavana Suresh’s 10backed Upscalio, and FJ Labs-supported Powerhouse91 . In fact, is based in the US Thrasio, the brand the roll-up startups are styled after, entered the Indian market with its first local acquisition of Delhi NCR-based home appliance startup Lifelong Online.

Tiger International, Flipkart to again Rishi Vasudev’s new Thrasio-style enterprise

Bengaluru / Mumbai: Rishi Vasudev, a vetarian fashion retailer who was previously in charge FlipkartThe fashion business is raising new capital for its Thrasio-style company, which will acquire lifestyle brands and help them build and grow online.

Vasudev’s new company, Goat brand laboratoriesplans to raise approximately $ 20 million in its first round of funding, which will likely be led by a New York-based investment firm Tiger Global. Venture capital company Mayfield Fund and Flipkart’s venture capital funds are also expected to join Vasudev’s new venture.

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It does so at a time when several notable names in the e-commerce sector are launching ventures similar to Thrasio in the US – the world’s largest acquirer of third-party private label companies Amazon.

Thrasio has acquired, consolidated and expanded around 100 brands on Amazon within three years of its launch. The profitable company has raised $ 1.7 billion in debt and equity and is valued at $ 3-4 billion, according to news reports.

“Vasudev is mainly focused on the lifestyle segments where he will acquire the brands and work with them to grow online based on his vast experience in retailing,” said one person aware of the matter.

When Vasudev was contacted, he declined to comment on the matter. Emails to Tiger Global, Mayfield, and Flipkart did not trigger an immediate response.

Firstcry is expected
India’s largest Thrasio-style investment company launched With a capital commitment of USD 75 million from investors such as the Japanese SoftBank Group Corp., TPG Capital, ChrysCapital and Premji Invest, ET reported on April 29, citing people familiar with the matter.

Former Myntra CEO Ananth Narayanan is also expected to start his business in the same room and close a fundraiser. Accel, Falcon Edge and Norwest Venture Partners have raised $ 25 million for the company, multiple sources told ET.

India is currently seeing a surge in smaller brands with around 850,000 vendors selling on Amazon India, of which around 4,152 had sales of over Rs 1 billion in 2020. There are around 350,000 such vendors on Flipkart, 70 of whom have exceeded Rs 1 billion in sales, the Crore sales mark.