Sellerx
Unicorn · $1B2 known investors
SellerX acquires and operates consumer brands, originally focused on Amazon sellers and expanding into an omni-channel "House of Brands" model. It scales everyday brands through operational management, growth strategy, and multi-channel commerce, working with global teams across markets including London and China.
Also known as SellerX
Investors · 2
Also in the syndicate · 1
Company profile
researched Aug 2026SellerX is a Berlin-headquartered company that acquires third-party sellers and brands from online marketplaces — principally Amazon — and operates them under a single portfolio, a model described in press coverage as an e-commerce aggregator and as a European counterpart to the US company Thrasio. Founded in 2020 by Malte Horeyseck and Philipp Triebel, it had brought more than 40 brands across Europe and North America under its umbrella within roughly a year, and following its acquisition of Berlin private-label seller KW-Commerce it stated it would hold over 25,000 products and 11 offices across Europe, Asia and the US.
The company now positions itself as an omni-channel "House of Brands", describing an evolution from its Amazon roots toward multi-channel retail distribution. Portfolio brands referenced on its own site include Rhino USA (adventure and towing gear, distributed through Walmart, Costco and Sam's Club in the US), Sun Ninja (beach products), Encha (matcha), The Cat Ladies (cat products) and Big Fudge (vinyl-record accessories). Activity described spans retail expansion, field marketing and event activations, community building, subscriber-acquisition campaigns and sponsorships, such as Rhino USA's partnership with the Austin Gamblers professional bull-riding team.
SellerX raised close to $900m in equity and debt during the 2020–2021 aggregator boom, reaching a stated $1bn pre-money valuation, then contracted sharply as e-commerce growth slowed, conducting layoffs in early 2022, mid-2022 and mid-2023. Its two founder co-CEOs stepped down in 2024, and its debt investors moved to auction the company in September 2024 after it defaulted on loan payments.
Compiled by commissioned research from 7 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 8
launches, deals, and filingsDebt investors BlackRock and Victory Park Capital moved to auction SellerX at a Berlin hotel on September 17, 2024 under German law allowing creditors to seize and auction companies; debt administrator GLAS was appointed to carry out the auction.
BlackRock said on an earnings call that it had moved its SellerX loan to non-accrual status following missed payments, reporting a $31.2m loss on it in the three months ending June 30, and cited a stressed balance sheet and slowing online consumer spending.
$31.2M source ↗
SellerX appointed consultants Markus Schmid and Sebastian Nimwegen, who describe themselves as restructuring experts, as managing directors.
Cofounders and co-CEOs Philipp Triebel and Malte Horeyseck announced their departure. Jeremy Bell, cofounder of Elevate, was named CEO effective July 1, 2024.
SellerX acquired US aggregator Elevate Brands; BlackRock and Victory Park Capital extended a loan to SellerX during the acquisition process.
SellerX began laying off staff in early 2022, with further layoffs in the summer of 2022 and the summer of 2023.
SellerX acquired KW-Commerce, a Berlin-based private-label Amazon seller founded in 2012 by Jens Wasel and Max Kronberg with more than $100m in revenues, 450 employees, 22,000 active products and warehouse infrastructure in Asia and Europe. The purchase price was not disclosed; Wasel and Kronberg joined SellerX's senior leadership as managing directors.
SellerX announced approximately $500m in additional debt and equity financing led by Sofina, funds and accounts managed by BlackRock, and Victory Park Capital, with participation from a wholly owned subsidiary of the Abu Dhabi Investment Authority and existing investors. The company said it held a unicorn valuation on a pre-money basis and had raised more than $750m to date.
$500M source ↗
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
▸Research sources · 7
primary sources listed
- Sellerxsellerx.com · web
7 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Sellerx do?
- Berlin-based acquirer and operator of consumer brands, originally built as Europe's largest Amazon marketplace aggregator.
- Who are Sellerx's investors?
- Sellerx's investors include Cherry Ventures.