Berlin Brands Group
Berlin Brands Group acquires and scales consumer product brands globally.
Berlin Brands Group is a vertical commerce roll-up company that acquires and scales consumer brands in home electronics, kitchen appliances, garden & living, and home fitness. Operating 34 brands selling 3,700+ products across 100+ online channels in 28 countries, BBG differentiates itself through product-first expertise—founded by a product entrepreneur, not a financial buyer—and ability to launch and scale brands from zero. The company was acquired by HPS Investment Partners in March 2024 after reaching unicorn status in 2021.
Problem solved
Consumer brand owners lack the resources, expertise, and operational scale to compete globally across multiple marketplaces and channels.
Target customer
Consumer brands with $3M-$100M annual turnover seeking acquisition, scaling, and operational consolidation; brands already established on Amazon and other DTC channels.
Founders
P
Peter Chaljawski
CEO & Founder
Founded Berlin Brands Group (originally Chal-Tec) in 2005 at age 19, starting with event technology and DJ equipment sales on eBay before building it into a consumer brands roll-up.
Funding history
PE Round
Unknown
June 15, 2015
Led by Ardian
· Unknown
Debt Round
$240M
April 13, 2021
Led by Multiple
· UniCredit, Deutsche Bank, Commerzbank
Series D
$700M
September 1, 2021
Led by Bain Capital
· Unknown
PE Round
$100M
November 19, 2021
Led by Ardian
· Unknown
Total raised:
$800M
Industries
Pricing
Not publicly available. BBG targets brands with $3M-$100M annual turnover for acquisition; acquisition and integration fees not disclosed.
Notable customers
Klarstein, auna, blumfeldt, Capital Sports, Sleepwise, FunPro, Brunolie, and 28+ additional brands across 28 countries
Integrations
Alokai (headless frontend solution), Cognigy (smart bots for e-commerce), multiple marketplace platforms and price comparison sites
Website
Competitors
Thrasio
Larger Amazon-focused aggregator; BBG explicitly targets multi-channel and non-Amazon DTC brands.
THG
Broader consumer goods platform; BBG specializes in vertical commerce with product-first expertise.
TechStyle
Fashion-focused roll-up; BBG focuses on home, living, electronics, and fitness categories.
Razor Group
Smaller regional competitor with less global footprint.
Perch
Amazon-exclusive aggregator; BBG operates across 100+ channels.
Why this matters: BBG achieved unicorn status in 16 years by building a product-first roll-up model distinctly different from venture-backed aggregators like Thrasio—it started as an actual seller of products. Despite recent acquisition by HPS in 2024, BBG's vertical commerce strategy and 34-brand portfolio across 28 countries represent one of the largest consumer brand aggregators in Europe.
Best for: Consumer product brands looking for acquisition, operational consolidation, and multi-channel scaling without the financial or consulting background of typical PE roll-ups.
Use cases
Brand Acquisition & Integration
Mid-market consumer brands ($3M-$100M revenue) can be acquired by BBG, which consolidates back-office functions, provides sales data analytics, and scales products across 100+ channels. BBG handles the complexity of multi-marketplace operations, freeing founders to focus on product.
Multi-Channel Distribution
Brands selling exclusively on Amazon or one channel can expand to 100+ sales channels globally with BBG's infrastructure, supplier relationships, and marketing expertise. BBG leverages consolidated buying power to reduce COGS.
International Market Entry
European or regional consumer brands can expand into new countries (e.g., China) via BBG's infrastructure and local partnerships. BBG manages localization, regulatory compliance, and marketplace relationships.
Alternatives
Thrasio
Choose if you're Amazon-exclusive and want fastest acquisition process; BBG better for multi-channel sellers.
Perch
Choose if you want seller financing without exit; BBG offers full acquisition and operational integration.
THG
Choose for broader consumer goods and media integration; BBG focused on specific vertical categories.
FAQ
What does Berlin Brands Group do? +
BBG is a consumer brands roll-up that acquires and scales established brands in home electronics, kitchen appliances, garden, living, and fitness categories. It consolidates operations, provides analytics and multi-channel distribution infrastructure, and manages 34 brands selling across 100+ channels in 28 countries. The company was acquired by HPS Investment Partners in March 2024.
How much does Berlin Brands Group cost? +
BBG is not a SaaS service with transparent pricing. It acquires brands outright; acquisition terms vary by brand size, revenue, and growth trajectory. Brands with $3M-$100M annual revenue are the target range.
Who founded Berlin Brands Group? +
Peter Chaljawski founded Berlin Brands Group in 2005 at age 19, starting with event technology and DJ equipment sales on eBay before building it into a global consumer brands aggregator.
What are the alternatives to Berlin Brands Group? +
Thrasio (Amazon-exclusive roll-up), Perch (seller financing for Amazon sellers), THG (broader consumer goods platform), Razor Group (regional competitor), and TechStyle (fashion-focused aggregator).
How does Berlin Brands Group compare to Thrasio? +
Both are consumer brand aggregators, but BBG operates across 100+ channels globally while Thrasio is primarily Amazon-focused. BBG was founded by a product entrepreneur and emphasizes multi-channel scaling; Thrasio specializes in rapid Amazon seller acquisitions. BBG targets brands $3M-$100M; Thrasio typically targets smaller sellers.
What makes Berlin Brands Group different? +
BBG is product-first, founded by an operator who started as a seller, not a financial buyer. Unlike pure-play financial roll-ups, BBG demonstrates expertise in product launches, brand scaling, and multi-channel operations. It acquired competitors not as a sole focus but as one lever in a broader vertical commerce strategy.
Tags
brand aggregation
vertical commerce
D2C
multi-channel distribution
consumer brands
roll-up
e-commerce