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Creating a new company called Essor.
Branded, a digital consumer products platform, will acquire Heyday, a digital brand creator. Terms of the deal were not disclosed, but following the new move, the new company will be called Essor. With more than one billion social views, hundreds of bestsellers and approximately $400 million in annual revenue with substantial and growing profitability, Essor will house an exceptional portfolio of rapidly growing health and wellness and lifestyle brands like Boka, Puracy, ZitSticka, FreshCap, OTOTO Design, Viking Revolution and Iron Flask. These brands are sold globally across digital marketplaces, direct to consumer channels and on the shelves of leading retailers including Target, Walmart and CVS, according to Branded.
According to company executives, Essor will leverage proven track records of both companies in applying its platform capabilities to scaling and transforming challenger brands into household, omni-channel and global brands, such as Boka, the premium oral care brand behind the No. 1 toothpaste sold online with more than 300% growth since its acquisition in 2022, and Puracy, one of the leading, natural household care brands trusted by millions of families with more than 20 million bottles sold since inception.
Essor will be led by Pierre Poignant, co-founder & CEO of Branded, to serve as CEO of Essor, Sebastian Rymarz, co-founder & CEO of Heyday, to take on the role of president, and Ben Kaminski, co-founder & chairman of Branded, to serve as chairman.
“Essor, which means ‘taking flight’ in French, perfectly captures our vision of elevating brands to new heights and propelling them into a future filled with limitless possibilities,” said Poignant. “This acquisition represents a significant milestone in our journey of becoming the leading digital-first CPG company. By combining our resources and expertise, we are uniquely positioned to take brands to new heights, delivering unmatched value to our customers and stakeholders.”
“Joining forces with Branded strengthens our platform, and, importantly, our balance sheet, putting us in a prime position to take advantage of the accelerating wave of digital-native brand acquisition opportunities,” said Rymarz.
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