Rainforest, a Singapore-based eCommerce buy and build player, announced Thursday that it has completed the acquisition of Millenium Enterprises including its flagship brand Naturebond, Singapore’s baby care brand.

“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,” Rainforest Co-Founder and Chief Executive Officer JJ Chai said in a statement.

NatureBond was recently ranked by The Straits Times and Germany-based global research firm Statista as one of the fastest-growing companies in Singapore. Founded in 2016, it currently holds 31 patents globally and distributes its products to over 10 million consumers in 22 countries. To date, the brand has received over 40,000 positive product reviews and testimonials from customers.

“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.

Following the acquisition, Chua will be an advisor at Rainforest, while NatureBond’s existing team will join Rainforest.

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

In the second half of 2021, Rainforest’s brands grew 3 times faster than the United States eCommerce market. The company intends to deploy over $100 million this year towards further acquisitions to grow its portfolio.

Rainforest is Asia’s eCommerce brand aggregator that focuses on brands and products for the modern mum. It acquires consumer eCommerce brands, providing entrepreneurs with a healthy exit, and it invests in the acquired brands to grow them globally. Its mission is to fulfil the potential of microbrands, growing brands with great products to delight mums worldwide.

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