Peak21 is a roll-up e-commerce company in the Kids&Babies area, acquiring and growing D2C brands for baby products. Peak21 plans to buy and build unique brands with modern and high-quality products in the US, Asia and Europe over the next three years until 2024, targeting $100m in EBIT. Peak21 is built by two very experienced founders who share experience at Rocket Internet, McKinsey, and Lazada.
influencer deals closed per year
$ in sales scaled until today
shipped units per month
The acquisition strategy is to acquire 3-5 baby companies with a unique brand image and strong scalability in the Kids&Babies space until 2024. Each of these brands is complemented with selected bolt-on acquisitions, to create a large e-commerce conglomerate in the niche. The focus on one specific e-commerce niche allows for synergies and improved economics. Both founders have previous e-commerce scaling capabilities and ensure operational continuity of the business with strong seller incentive structures.
Influencer marketing is one of Peak21’s core marketing capabilities, and their team has mastered this discipline among the best and brightest. Both founders have worked with micro and macro influencers at scale. Peak21 is developing proprietary tech to manage influencers at scale and has built out processes, systems, and scale campaigns across thousands of influencers. They already have access to triple-A influencers, thanks to the existing portfolio.
The new generation of Gen Z and Millennials are becoming parents, and the shopping habits of these new parents are changing a lot. Unlike previous generations, most millennials research the products for quality & sustainability – and purchase online instead of in physical stores. This audience discovers new products and makes purchasing decisions strongly based on influencer marketing and social media. These upcoming parents and their unique shopping habits are at core of Peak21’s strategy.
