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Wonder Brands Closes $20 Million Seed Round

August 30, 2021 BeautyMatter
August 30, 2021
Lukas Blazek via Unsplash

Wonder Brands, the company building Latin America's best portfolio of digital brands, has closed $20 million in seed financing led by ALLVP and Mountain Nazca.

WHO: Wonder Brands is a start-up specialized in optimizing digital brands in the Mercado Libre and Amazon ecosystem in Latin America and identifies under-optimized businesses, leveraging technology to supercharge operations and accelerate sales though including marketing, analytics, supply-chain management, and optimized working capital. Focused on the categories of Home and Garden, Sports and Fitness, and Beauty and Personal Care, Wonder Brands is harnessing the growing e-commerce market in Latin America, which is experiencing a fundamental online transformation.

WHY: The seed financing will allow Wonder Brands to hire top talent in category management, data analytics, and technology, as well as to expand assortment, develop new products and categories, and invest in marketing to enhance positioning of the company's brands in the Mexican market.

IN THEIR OWN WORDS: Nicolás Gonzalez Luna, co-founder of Wonder Brands, said, "Half of this business is making the right acquisitions & partnerships and the other half is about excelling at operating these assets. Our seasoned team is bringing their extensive experience in venture capital, private equity, marketplaces and startups to the rapidly growing e-commerce market, only accelerating the possibilities for digital brands."

“The support we've received will allow us to establish even more long-term partnerships with leading marketplace operators," said Federico Antoni, Partner at ALLVP. "We are proud to empower existing entrepreneurs in the e-commerce space during this time of complexity and opportunity.”

“The e-commerce opportunity in Latin America is massive and is at the early innings of continued growth," said Don Richman, Principal at Victory Park Capital. "We look forward to our partnership with Wonder Brands as the company brings value to the region's best digital brands.”


  • Wonder Brands closed a $20 million seed round led by ALLVP and Mountain Nazca with participation from CoVenture, Victory Park Capital, GFC, QED (Fontes), Korify Capital, and Endeavor Catalyst.
  • The company now has backing from over 35 angel investors and eight venture capital firms across the US, Latin America, and Europe.
  • Wonder Brands is projected to surpass $55 million in revenue by the end of 2021 and $100 million in the next 12 months. The company is currently operating in Mexico and plans to begin operations in Brazil by the end of 2021.

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