M&A Partners announce the Successful Sale of Bambody to Fulfilled by Amazon (FBA) Aggregator Heyday LLC

Tuesday, 10th January 2023

M&A Partners are delighted to have acted as lead M&A Corporate Adviser to Bambody on its 100% sale to US based Amazon Aggregator, Heyday LLC.

Bambody was founded by David Kyngdon and first launched on Amazon (USA) in 2018 and has become the number one Amazon brand in the women’s incontinence underwear category. The Bambody underwear range was designed in Australia and launched through Amazon to take advantage of a gap in the global market for a competitively priced, high-quality product targeted at a younger demographic.

Bambody is one of the 9.5m businesses selling on Amazon and uses Amazon’s Fulfilled by Amazon (‘FBA’) services. With FBA, businesses store their products in Amazon’s fulfilment centres and Amazon picks, packs, ships, and provides customer service for their products. By utilising FBA, a company and its products can rapidly scale its target market, using less capital and sell worldwide via Amazon’s platform.

Heyday is a San Francisco-based business which buys up and then grows direct-to-consumer (‘D2C’) merchants and brands that have found initial traction, leveraging the Amazon marketplace. Heyday has raised over $600 million, that it will be using to continue expanding its technology, investing in business development, and to buy up more assets. The transaction is reflective of the trend by Amazon Aggregators to go after the $4.3 trillion e-commerce sales market, especially targeting Amazon FBA businesses which accounts for $490 billion of the GMV (Gross Merchandise Value).

The transaction adds to M&A Partners’ experience in the FBA aggregator sector, demonstrating our ability to work closely with founder-led businesses to bring deep industry knowledge and extensive deal expertise to secure a path to successful exits for business owners.

Antony Lynch commented: ‘We are delighted for David who has built the Bambody brand into a leading position on Amazon in a short space of time. The process of selling FBA businesses to US based Amazon FBA aggregators such as Heyday is quite unique and involved a complex due diligence and transaction process due to the nature of the Amazon e-commerce platform.’

The M&A Partners team was led by Antony Lynch and Andrew Balfe. Bambody’s legal adviser was David Hallam (David Hallam Lawyers). DLA Piper represented Heyday LLC.

For further information contact Antony Lynch, Director M&A Partners (Mobile: 0419 919 722 / Email: alynch@mapartners.com.au