Middle East-based consumer brand portfolio Millennial Brands has secured a $35 million capital commitment from New York-based Global Emerging Markets Group (GEM).
WHO: Millennial Brands is an emerging consumer specialist firm focusing on building and scaling the greatest digital and social brands operating in the Middle East. The firm, headquartered in Dubai, was established in 2018 with a mission to invest, partner, and develop brands targeting the millennial consumer and currently operates various brands across various channels including e-commerce, direct sales, branded stores, and a distribution center. A team of 100 employees currently manages 12 brands across consumer and personal care categories, including body care, men grooming, haircare, baby care, and fragrances.
WHY: Millennial Brands aims to generate hyper-growth across online and social channels, as well as improve market share, by deploying a portfolio construction strategy targeting partnerships with direct-to-consumer brands, as well as the launch of homegrown brands that cater to the on-demand needs of the millennial consumer in the Middle East.
IN THEIR OWN WORDS: Andreea Danila, on behalf of Millennial Brands, said, "We are truly delighted with the transaction with GEM, an institutional investor with significant experience and track record in investing in emerging markets. The group and its partners bring substantial expertise in creating value in terms of investing and working with emerging ventures across life-cycles, up to IPO stage."
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