Vivere

Vivere is a Hamburg, Germany-based consumer goods company that describes itself as a data-driven incubator for fast-moving consumer goods (FMCG). It builds and operates its own consumer brands and also develops brands and product ranges for third parties, combining data and technology, scientific research, an integrated platform and consumer e-commerce. Product categories centre on cosmetics, personal care and food supplements, with brand examples including Belly (dog care products) and Repell Shield (anti-vermin products), plus items such as a grip spray for athletes. Product formulations are stated to use natural and vegan ingredients and to avoid animal testing.

Unlike many consumer startups, Vivere develops and manufactures in-house and exclusively in Hamburg, using a machine park that has grown from a single semi-automatic filling pump to 14 machines suited to products that "flow or trickle", including a tube filling machine. The company occupies roughly 2,500 square metres, primarily production and storage space, after three relocations driven by growth, and states capacity to produce up to 500,000 units per month of certain products. Its website cites 300 products, more than 12 brands and more than 1 million units sold in 2022.

Beyond its own brands, Vivere creates brands, product assortments and supply-chain services for large German corporates, startups, VIPs and influencers, covering brand creation, product development, production, logistics and supply chain management.

Founding story

Co-founders Sebastian Johnston and Christopher Glatzel had an idea for a first product in 2013 and brought AfterAlc, an over-the-counter effervescent anti-hangover tablet conceived at a stag party, to market via pharmacies and Amazon. The search for a contract manufacturer took months and the first formulation was unpalatable, but the finished product sold well and remained a side business for about five years. Frustration with the delays and limited scalability of external service providers led the founders to bundle all competencies in-house. Johnston dates the creation of VIVERE to December 2017, while a later Hamburg startup-ecosystem profile places the founding at the end of 2018. Johann du Toit joined as a third founder.

Business model

Vivere operates a dual model: it incubates and sells its own consumer brands, chiefly through e-commerce channels and online marketplaces such as Amazon plus pharmacies, and it provides brand and product development, production, logistics and supply chain management as a service to external clients including large corporates, startups, VIPs and influencers.

Revenue comes from sales of the company's own-brand consumer products through online marketplaces, e-commerce and pharmacy distribution, and from client work developing and manufacturing brands and product lines for third parties, such as an order from the Zumba fitness group.

Traction

The company website reports 300 products, more than 12 brands and over 1 million units sold in 2022. A November 2023 profile reports steadily rising turnover, roughly 50% year-on-year growth, capacity for up to 500,000 units per month of certain products, and major clients including the Zumba fitness group.

Latest developments

As of November 2023, Vivere reported approximately 50% year-on-year growth, said a further financing round could be announced soon, and indicated that its 2,500 square metres of space would not suffice long term. Entry into bricks-and-mortar retail was described as a possible next step.