Berlin Brands Group takes over Orange Brands

The founders are going along and will operate their business under the group's umbrella from now on.

Orange Brands, founded in 2020, has been acquired. Berlin Brands Group (BBG) has bought the company, and the founders will continue to run Orange Brands' offerings under the group's umbrella. E-commerce company BBG most recently raised $700 million. Under its name, the Berlin-based company sells 34 brands in the direct-to-consumer (DTC) segment, 20 of which have been added through acquisitions since December 2020. Orange Brands operates in the same segment, and the startup's own acquisition efforts will continue under the leadership of Berlin Brands Group.

"With the power and international footprint of the BBG platform, as well as Orange Brands' M&A approach, we can provide successful founders with an additional exit option," explains Marvin Amberg, who co-founded Orange Brands with Charles von Abercron. He is also looking forward to working under the Berlin Brands Group umbrella: "We bring expertise in product groups and categories that were not previously in BBG's portfolio, but are characterized by strong growth prospects." Unlike BBG, Orange Brands retains existing teams in acquisitions and develops brands with them.

Prior to founding Orange Brands in April 2020, von Abercron was best known for his successful exit at Glossybox, which went to The Hut Group in 2017. Amberg originally comes from the banking sector and spent a long time at Merrill Lynch before founding or running various companies.

"We have been able to gain special expertise for our M&A activities with the two founders of Orange Brands," BBG co-founder Dominik Brichta also appreciates the new additions. "Charles and Marvin bring a great network and contacts to founders who are interested in selling their company." His company BBG recently became Europe's youngest unicorn through its latest funding round.


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