Una Brands goes from brand buyer to seller, cuts 2024 losses

With the hype around the Amazon aggregator business model cooling, ecommerce roll-up company Una Brands restructured its brand portfolio, slowed its acquisitions, and focused on reining in costs in 2024.

The Singapore-based firm posted a 28% year on year revenue drop to US$30.9 million at the time, according to its latest audited financial statement.

It also exited and sold off several portfolio brands in 2024.

“Successfully exiting the brands to the next buyer is part of Una Brands’ overall strategy,” a spokesperson of the company tells Tech in Asia.

In a February 2025 LinkedIn post announcing his departure from Una Brands, then-CEO Kiren Tanna noted that the Amazon aggregator business model was “not as hot as when we started.”

He added that the firm had to make strategic shifts, including slowing acquisitions and optimizing spending to achieve profitability, which he claimed the firm had successfully done over the last 18 months.

Wiehao Cho, Una Brands’ CFO at the time, succeeded Tanna, who has since transitioned to an advisory role.

ErgoTune’s line of new Vesby chairs. ErgoTune is one of Una Brands’ portfolio brands / Photo credit: ErgoTune

As of end-2024, Una Brands was not yet profitable. Its financial statement shows that the firm recorded a loss before tax of US$4.8 million that year. However, that amount was down by almost 7x from US$33.7 million in 2023.

Ecommerce roll-up companies like Una Brands and Rainforest rose in prominence during a boom in ecommerce and an abundance of capital during the Covid-19 pandemic. The idea was to centralize corporate functions like marketing, HR, or finance to scale operations while saving on costs.

Since 2023, Una Brands has shifted from acquiring new brands to improving the ones it has bought and then selling them off.

The spokesperson tells Tech in Asia that as the firm unloaded mature brands, its gross margins increased from 28% in 2023 to 33% in 2024.

Its latest financial statement shows that in 2024, Una Brands disposed of its equity stake in six subsidiaries, including two holding companies. As of the end of that year, it no longer held an interest in Hendrix Pty. Ltd., the entity behind Australian rug brand Hendeer.

Una Brands also let go of four entities from its Malaysian operations, including Japanese skincare brand Nihon and motherhood essentials company Supermama Lab.

Closing in on cash flow breakeven

Pulling out of Indonesia