eBrands raised $30 million from Varma Pension Fund, Icebreaker.vc and family-offices Rettig and Veikko Laine.

eBrands, a Helsinki, Finland-based startup building a holding aggregating small Amazon business brands, announced closing a $30 million equity funding round.

The money was raised locally from Finland, from investors including Varma Pension Fund, Icebreaker.vc and family-offices Rettig and Veikko Laine.

Proceeds will be used to develop its current portfolio and acquire new Northern European businesses

eBrands, founded in 2020 by CEO Robin Bade, Jonne Välilä and Erika Ottela, is building its business by acquiring and aggregating brands already successful in the Nordic e-commerce market and sells them internationally. Its business acquisitions focus on sustainability, wellness, sports and lifestyle products - it currently operates 18 brands, and expects to acquire 10 more.