Singapore’s AnyMind raises $26.4m, launches D2C service

AnyMind, a Singapore-based startup focusing on marketing, entertainment, and human resources, said it has raised US$26.4 million in funding from Japan Post Capital and existing investors including Mirai Creation Fund.

The startup also concurrently announced its new direct-to-consumer offering through its strategic investment into fitness apparel company Lyft.

Anymind co-founder and CEO Kosuke Sogo (left) and Lyft founder Edward Kato / Photo credit: Anymind

Owned by athlete and entrepreneur Edward Kato, Lyft produces and sells branded merchandise online. Together with the brand, AnyMind will be launching a service for social media influencers and content creators to produce and market their own line of products.

The company will use the new funds to scale its D2C business and move into new markets such as India and the Middle East. It also looks to extend its digital out-of-home advertising services – currently available in Thailand through VGI AnyMind Technology – into Japan and the rest of Asia.

According to AnyMind CEO and co-founder Kosuke Sogo, the collaboration with Lyft falls in line with its strategy of leveraging its connections with marketers and influencers across Asia to provide value and growth for both sides of the ecosystem.

Previously known as AdAsia Holdings, AnyMind has three business units: AdAsia for advertising, CastingAsia for influencer marketing, and TalentMind for human resources.

In March last year, it closed its series B funding round at US$21.4 million after receiving investment from VGI Global Media and Japanese financial services company Tokyo Century. It also raised capital for the same round from messaging app Line and Mirai Creation Fund back in October 2018. It has secured a total of US$62.3 million of capital to date.

Recently, AnyMind agreed to acquire Japan-based influencer network Grove in a deal that saw the Singaporean company taking 91,600 shares of Grove at 51% ownership.

AnyMind says it currently has over 650 staff across 13 offices in 11 markets.