Retail in Asia


Rainforest acquires Singapore’s baby care brand NatureBond

Rainforest, an Asian e-commerce brand aggregator, announced on 17th March that it has completed the acquisition of Millenium Enterprises including its flagship brand NatureBond, a Singaporean baby care brand. Company founder Jeffrey Chua will be an advisor at Rainforest and NatureBond’s existing team will join Rainforest.

SEE ALSO: E-commerce aggregator Rainforest achieves US$30 Million revenue in first year of operations

NatureBond joins Rainforest’s growing portfolio of over 13 cross border brands in the modern mum, kids, baby care and home categories. Rainforest will drive the brand’s growth by supporting the brand’s marketing, pricing, supply chain, sourcing, product development and cross-border expansion levels.

“We are immensely excited to welcome NatureBond into Rainforest’s growing family of brands for the modern mum. In a short time, NatureBond has established a reputation for creating fresh, distinctive and insightful products in an industry that is sometimes conservative in its innovation. This aligns well with our portfolio strategy as we continue to assemble compelling international brands targeted at the modern mum. I believe this partnership will accelerate both NatureBond’s global growth and the growth of our current baby brands and I am very excited by the opportunity ahead of us,” said Rainforest Co-Founder and CEO, JJ Chai said,

Founded in 2016, NatureBond currently holds 31 patents globally and distributes its products to over 10 million consumers in 22 countries. The brand was recently ranked by The Straits Times and Germany-based global research firm Statista as one of the fastest-growing companies in Singapore.

“When we started NatureBond five years ago, we knew that pushing beyond the local Singapore market would be essential to our continued growth. Rainforest’s track record, sector focus, deep knowledge of our industry and practical approach gave us the confidence in knowing we found the right opportunity and partner to take NatureBond to its next level of international success,” said Jeffrey Chua, Founder of NatureBond.

SEE ALSO: Japanese apparel firm World acquires Narumiya

Rainforest intends to deploy over US$100 million in 2022 towards further acquisitions to grow its portfolio.