D2C startup House Of Brands Company raises seed funding from ah! Ventures Angel Platform and others


Premium D2C aggregator startup House Of Brands Company founded on the lines of Thrasio raises seed funding from ah! Ventures Angel Platform and others including LetsVenture and IITIITM Angels along with marquee investors and family offices. ah! Ventures’ has done 133 investments in 98 startups till date taking its total investment portfolio to INR 282 CR (~37 MN USD) with 14 exits and 28 follow on rounds. 33 investments have happened through all three platforms in 2022 till date.


HOBC was founded by Roopam Nayak and Sreelaj John in May 2021. The company calls itself the “Thrasio for premium brands.”


HOBC has revealed that it has added 5 premium brands in the fashion and lifestyle segment to its portfolio in less than six months. So far, it has been operating under the radar and building its portfolio.


Sreelaj John, co - founder of HOBC commented, “The company is founded on a vision to breathe life into everyday products, uncompromising on quality, accessibility or affordability and we have worked very hard to create amazing designs. We wish to concentrate on bringing high-end brands to the Indian population. Further, this segment of 15-20 million upper-middle class customers forms only 1% of the Indian population but generates 70% of all eCommerce revenue in India, making this group the ideal market for any D2C brand.” He further added, “HOBC is on track to acquire 8 more brands by the end of the financial year. We are also the only Indian aggregator solely focussing on premium brands.”


The company aims to emulate the highly successful Thrasio model. This concept is relatively new to the Indian start-up scene, but has acquired pace, garnered attention, and resulted in significant financing for the firms associated with it in recent months. A few Indian companies like MensaBrands, GOAT Brand Labs, GlobalBees, Evenflow, Powerhouse91, UpScalio and 10Club, most of which launched in 2021, are built on the Thrasio model. HOBC is all set to enter the Thrasio club and give a strong competition to these existing ecommerce aggregators.


"House of Brands Company has a extremely profitable business model and its showing amazing traction with good pipeline of upcoming D2C Brands. Nearly zero inventory model and vendor integration with the help of technology has resulted into inventory cost optimization. Founders are also very experienced in both fashion and supply chain which are two most important pillers of this business.", said Sachin Garg, Deal Lead - House of Brands Company and Venture Partner at ah! Ventures

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