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It opens Turkish brands to the world with the investments it receives from funds.

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Necla DALAN

RubiBrands, Turkey’s first e-commerce brand consolidation and investment company, allows brands to open up to markets in America and Europe as a partner. RubiBrands, founded in 2021 by Yetkin Güneş, Emre Ekmekçi, İrtek Uraz and Berkay Tulay; While the venture capital fund of Tinder founder Justin Mateen, JAM Fund, has invested $ 23 million from funds including Atempo Growth, D4 Ventures, Esas Ventures and Alarko Ventures, the number of companies it has bought has reached 7. RubiBrands aims to reach 25 brands, annual shipments of 12 million units and sales of $ 110 million over the next 12 months.

RubiBrands’ chairman of the board, Emre Ekmekçi, said he uses the investments received for selling Turkish-made products in overseas e-commerce markets and said they aim to grow as a partner with entrepreneur brands that have been successful in the markets in Turkey.

Claiming that they differ from their global competitors in their channel strategies focused on Turkey-oriented supply, e-export, Amazon and other hypergrowing global markets, RubiBrands CEO Yetkin Güneş said: “Like RubiBrands, not it is enough to be successful only in Amazon, major regional markets and direct consumer markets. We think channel growth is the primary opportunity. By configuring our team and operations accordingly, we have launched our operations so far in more than 15 channels such as Amazon (US, UK, Germany, UAE) and major regional markets Allegro, Zalando, Noon, Jumia, Trendyol and Hepsiburada, and fast e-commerce players Getir. “Said.

The goal is to buy a brand every month

Noting that they prefer to partner with brands that produce in Turkey, Yetkin Güneş said: “There is an intense effort in the world to reduce the dependence of supply and logistics on China. In this sense, Turkey is strengthening its position as a manufacturer and exporter. We anticipate that we will grow faster and more profitably than our global competitors by making our investments in Turkey and Turkish brands. Our goal is to add a brand to our facility every month, “he said.

Berkay Tulay, member of the board of directors responsible for RubiBrands operations, who explained that he has met 700 brands so far, said, “We invest in the brand and partner with profitable brands. We polish and enlarge them. We have investments in sectors such as the home, food and outdoor sectors. We are meeting a brand for children. Cosmetics is our field of interest. Our investment teams are constantly scrutinizing brands in the markets. “

RubiBrands board member responsible for investment İrtek Uraz stressed that they prefer to invest in successful and profitable brands in high-turnover markets. Uraz said the investment models, unlike their global competitors, are based on brand owners staying in the organization for a while and focusing on product and market development, and said: “L ‘$ 23 million investment we have received in RubiBrands is the highest investment made in a company in the e-commerce sector. This is an indication of the confidence of domestic and foreign investors in both our business model and in the our market. Our goal is to be one of the largest electronic exporters in Turkey and one of the leading e-commerce investment companies in the region. “

The Spice brand has entered 200 thousand families in America

Smyrna Turkish Cotton, one of RubiBrands’ brands, is a brand that focuses on Turkish cotton towels and home textiles and is particularly successful in Amazon America. Narpump, which produces a silent and fast automatic carboy pump; Box & Box, a brand of camping, picnic, outdoor and home products; the Moodligo sock brand, while the Roru Concept yoga and sports brand are other brands of the company. The seventh brand will be announced shortly. The company’s most prominent brand is Eat Well Premium Foods, which reaches its customers with spices, seeds and cocoa products. Exporting to 20 countries, Eat Well has entered 200,000 households in America, where it sells from Amazon. Explaining the growth plans of the brand that also adds tea to its products, Yetkin Güneş said: “We want to bring together all the products that can be produced in Turkey under this brand. We aim to increase sales in Germany after America. We will also enter the Turkish market. We will enter the nuts category and open up to China. The Chinese e-commerce market is 4.2 times the size of the United States, with a size of 2.5 trillion dollars. We aim to open not only Eat Well, but also all of our brands suitable for that market. “

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