L Catterton backs China-based Amazon vendor aggregator

Founded in May 2021, Nebula aims to acquire the highest-ranked Chinese vendors under its umbrella to maximize scale and branding impact. Its acquisition pipeline is built around 10 key categories, including household goods, personal care, fitness, beauty, and pet supplies.

The company has assembled a team of more than 50 professionals in China for on-the-ground sourcing, underwriting, and business operations. It has also developed a data analytics-enabled due diligence framework that streamlines the acquisition process, according to a statement.

China accounts for one-third of Amazon's vendor population, with approximately 600,000 third-party operators collectively generating transactions with a gross merchandise value (GMV) of $135 billion per year. The China share is expected to reach 45% in 2025.

"Hundreds of Chinese vendors are ready to evolve into top international brands, and we can help them reach new heights," said William Wang, co-founder of Nebula.

"The model of aggregating Fulfillment by Amazon vendors and strengthening their operations has already proven to be extremely effective in some markets in the West and is set to take off in China, where Nebula Brands is leading the charge."

With approximately $30 billion of equity capital across its fund strategies, L Catterton claims to be the largest global consumer-focused private equity firm. Recent investments in Asia include Zenyum, a company that makes 3D-printed dental products, and Social Bella, an Indonesian online beauty platform.

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• Topics
• Greater China
• Consumer
• Technology
• Early-stage
• China
• e-commerce
• L Catterton
• TMT