Ex-Lazada execs’ ecommerce firm gets $25m from beauty accelerator

Thailand-based omnichannel ecommerce firm Crea has received US$25 million in investment from global beauty accelerator SuperOrdinary, which will gain a minority stake in the ecommerce firm in exchange. Through this deal, both firms will create a cross-border platform that will allow the brands to be accessible in their partner’s respective market.

The latest round, which takes Crea’s total fundraise to US$38 million, will help it expand further into Southeast Asia and cover the US and China market.

Crea co-founders Alessandro Piscini and Aimone Ripa di Meana / Photo credit: Crea

Launched in Thailand in 2019 by former Lazada executives Alessandro Piscini and Aimone Ripa di Meana, Crea provides end-to-end solutions for brands going into ecommerce. It launched in Malaysia and Singapore in March 2021 and has its eyes set on Vietnam, Indonesia, and the Philippines. The ecommerce enabler’s portfolio includes products from Kiehl’s, Clarins, and Nestle Dolce Gusto.

See also: Why these Lazada founders left the ecommerce giant to start a new kind of agency

“Southeast Asia presents a unique opportunity for global brands with young, digital-savvy consumers who are increasing their consumption power and avidly engaging with global trends through digital media,” said Ripa di Meana.

According to a Facebook and Bain & Company report, 80% of Southeast Asian consumers are bound to go digital by the end of 2021. The region also outpaced China, Brazil, and India in online retail adoption, with a growth of 85%.

“Digital commerce in Southeast Asia is experiencing an unprecedented boom, and Crea’s team has played an integral role in allowing its portfolio of more than 70 prominent lifestyle brands to capitalize on this trend,” said Julian Reis, founder and CEO of SuperOrdinary.