Ecommerce roll-up firm Rainforest buys baby care brand

Rainforest, a Thrasio-style ecommerce roll-up firm based in Singapore, has acquired Millenium Enterprises, including its flagship baby care brand Naturebond, for an undisclosed sum.

(From left) Naturebond founder Jeffrey Chua and Rainforest CEO JJ Chai / Photo credit: Rainforest

As part of the deal, Naturebond founder Jeffrey Chua will act as an advisor at Rainforest, and NatureBond’s existing team will join the roll-up firm.

Founded in 2016, Naturebond offers baby care products including baby feeders, silicone breast pumps, and baby ice cream teethers to over 10 million consumers in 22 countries. Rainforest will drive the brand’s growth by supporting its marketing, pricing, supply chain, sourcing, product development, and cross-border expansion efforts.

“When we started Naturebond five years ago, we knew that pushing beyond the local Singapore market would be essential to our continued growth,” said Chua.

NatureBond joins Rainforest’s growing portfolio of over 13 brands in the mother care and baby care sectors, as well as the kids and home categories. Rainforest aims to deploy over US$100 million this year toward further acquisitions.

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The ecommerce roll-up firm has achieved an annualized revenue milestone of US$30 million for its first full year of operations. According to Rainforest CEO JJ Chai, the company’s topline was led by acquisitions and growth from its brand portfolio. Among the brands that Rainforest acquired last year include baby care retailer Easy Baby Travelers, toy organizer brand Lilly’s Love, and home bedding seller Feel At Home.