Evenflow buys furnishing brand Trendy Home, to enter the US through Amazon
This is Evenflow’s 8th acquisition in the last eight months and with the latest deal, Evenflow seeks to start building its capabilities in international markets. The company said its infrastructure will be replicated and used to scale other acquired brands in the US through Amazon.
"We see a massive growth potential for Trendy Home in the US, India and other international markets. Additionally, this deal gives us exposure to Amazon US and is going to be a learning experience for us in building playbooks to grow our other domestic brands internationally,” said Utsav Agarwal, co-founder and CEO of Evenflow.
Trendy Home is Evenflow’s first acquisition in the home furnishing category and it said it aims to acquire a significant market share in this category on e-commerce marketplaces such as Amazon, Flipkart, Meesho and others in India.
Home furnishing is still a highly unorganised market which Evenflow said will give an opportunity to build a brand and command mindshare in the consumers' minds.
“With a deep focus on sustainable growth we will be bringing in best practices like price optimisation, supply chain efficiencies, new SKU and category launches across the Trendy Home portfolio," Evenflow's co-founder, Pulkit Chhabra said.
Founded by former Uber executives Agarwal and Chhabra in 2021, Evenflow aggregates third-party sellers on e-commerce platforms like Amazon and Flipkart. It acquires online marketplace sellers in the range of $200,000 - $2 million per brand.
Unlike other Thrasio-style rollups focusing on D2C brands, Evenflow is heavily focused on third-party sellers on marketplaces and acquires them at EBITDA multiples.
“We were completely aligned in terms of our future plans to build and expand the brand. With the e-commerce expertise that Evenflow brings, Trendy Home can expand globally and can be made accessible through many more platforms with a wider variety of products under different categories,” Trendy Home’s founder, Ram Kumar, said.