Rainforest, an e-commerce buy & build company, has announced the acquisition of Millenium Enterprises including its flagship brand Naturebond, reputed to be one of Singapore’s rapidly-growing baby care brands. Company founder Jeffrey Chua will be an advisor at Rainforest and NatureBond’s existing team will join Rainforest.

NatureBond was recently ranked by The Straits Times and Germany-based global research firm Statista as one of the fastest-growing companies in Singapore. Founded in 2016, it currently holds 31 patents globally and distributes its products to over 10 million consumers in 22 countries. To date, the brand has received over 40,000 positive product reviews and testimonials from customers.

Rainforest Co-Founder and CEO, JJ Chai said, “We are immensely excited to welcome Naturebond into Rainforest’s growing family of brands for the modern mum. In a short time, NatureBond has established a reputation for creating fresh, distinctive and insightful products in an industry that is sometimes conservative in its innovation.

“This aligns well with our portfolio strategy as we continue to assemble compelling international brands targeted at the modern mum. I believe this partnership will accelerate both Naturebond’s global growth and the growth of our current baby brands and I am very excited by the opportunity ahead of us.”

“When we started NatureBond five years ago, we knew that pushing beyond the local Singapore market would be essential to our continued growth. Rainforest’s track record, sector focus, deep knowledge of our industry and practical approach gave us the confidence in knowing we found the right opportunity and partner to take NatureBond to its next level of international success,” said Nature Bond’s Chua.

NatureBond joins Rainforest’s growing portfolio of over 13 cross border brands in the modern mum, kids, baby care and home categories. Post-acquisition, Rainforest drives the brand’s growth by supporting the brand’s marketing, pricing, supply chain, sourcing, product development and cross-border expansion levels.

In the second half of 2021, Rainforest said its brands grew 3x faster than the US e-commerce market. The company intends to deploy over US$100 million this year towards further acquisitions to grow its portfolio.


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