CINCHONA weaves micro-brands intoa strategic venture

Another aggregator? No.
Tech-enabled platform? Much more than that!

An all-in-one incubator, accelerator and greenhouse
that is growing ecommerce brands across geographies and generations.
Tell us about your brand

Sustainable growth
Sustainableliving

cinchona /sɪŋˈkəʊnə/ noun an evergreen South American tree with healing properties

CINCHONA nurtures ecommerce brands that – when put together –
create an ecosystem of sustainable living for its consumers

12
hero
brands
aquired
£38M
access
to
funding
15
international
markets &
channels
45%
grown to
45% off-Amazon
revenues

Products for a sustainable lifestyle

Healthcare
We invest in
healthcare products
that cater to
essential needs in a sustainable manner.
Education
We believe in learning by playing: we value toys that are safe, smart and spark children’s imagination.
Food &
beverages
We are convinced that healthy and delicious
can meet in any flavour:
from spices
to coffee blends,
we’re here to savour life.
Homeware
We search for items that enable people to organise
and manage their homes
in efficient ways.
Outdoor
We rate highly products encouraging people
to discover & enjoy
the outdoors in an age of decreasing work-life balance.
Petcare
We scout for those items
that help people
to better take care of
as well as connect
with their beloved pets.

We (only) grow together

Simon Spiller
Co-founder of Spiller & Tait

Every buyer on this market claims to offer a fair valuation, a fast acquisition process as well as a rewarding exit. CINCHONA offered us all these and much more. As David (my co-founder) and I had more product ideas, the CINCHONA team gave us the mentorship and resources to prototype, test and launch a completely new product - from taste tests all the way to new packaging, branding and special offers. After the acquisition, we stayed as partners in this business and CINCHONA made sure to enhance our identity as innovators in the coffee market.

Richard Stewart
Founder of Nifty Kitchen and Canicove

As our company expanded into two different categories (food and education), I was deeply impressed by how agile the CINCHONA team was at understanding these areas and upgrade the narratives of our brands in ways that appealed to new customer segments. It takes more than PPC advertising to grow a brand on and off Amazon and the brand builders at CINCHONA showed me what it means to treat a product as entrepreneurs themselves. We worked as partners after the acquisition to reach new channels and markets for the brands I created and, due to their performance, the earnouts exceeded my initial expectation.

Julian Schickel
Founding Partner at Avelinia Capital

Avellinia Capital is a provider of asset-based growth capital and invests in e-commerce businesses, directly and indirectly. Each is set to disrupt one important area of e-commerce. But CINCHONA is, from our point of view, what we call a disruptor of disruptors. We value the way they use data and expertise automation to scale brands. We also appreciate the way they use their entrepreneurial experience and empathetic approach to work with founders to expand product ranges, develop new products, and make all brands work together to impact the lives of consumers. These factors have convinced us that CINCHONA is going to win the long game and transform e-commerce. They are not just another aggregator.

Aman Verjee
Practical VC

When the market of aggregators exploded 2 years ago, everybody got into the race of who's investing more in acquisitions and advertising to scale up their portfolios of brands. We were impressed by CINCHONA's approach to founders and their brands. Their understanding of each market and each brand's mission enabled them to partner up with founders in ways that grew the businesses seamlessly. Their brand building expertise is key in the advertising race as the CINCHONA team has managed to achieve awareness and sales numbers that made their products market leaders with a much more efficient marketing spend. This is the type of entrepreneurial agility that made us invest in CINCHONA from the get go.

Sarah Davies
Ecolily customer

I just wanted to write to say how pleased I am with my Ecolily pads, they are amazing. I wanted to be kinder to the environment and I tried these. So glad I did! They are super-comfy, I feel confident and safe, a real life changer for me. Thank you, I also converted my two daughters to using them.

Oliver Clarke
Canicove customer

I got the Canicove teepee for my 6-year-old son to play
with his kindergarten friends but I soon realised that the teepee actually brought our family closer together through the power of storytelling. I went to the Wild West, to the Everest and in many other incredible adventures with my son through his imagination. I am thankful to Canicove for an experience that will stay forever in our hearts.

What makes an ecommerce brand
scalable

Our AMASIN™ platform analyses hundreds of data points in real time. This allows us to determine the potential of a CINCHONA investment and a brands growth opportunities on its own and jointly with the brands we already in our portfolio.

And everything starts from these 6 essential criteria:

No fads
We avoid short-lived trendy products.
No fidget spinners.
Focused portofolio
We value more sales from fewer ASINs.
Less is more!
Attractive market
We look for growing search volumes.
Rockstars for the ages.
Solid financials
Your annual sales growth is >30%?
You should lead with that!
Lots of loyal fans
Ratings, reviews, referrals, communities.
Organic growth is the name of the game.
Multichannel
Amazon, eBay, Etsy, wholesale, website...
Extra-points for channel diversity!

How do we work
together
with you?

Our investment process is fast, transparent, fair
and, above all, tailored to your next life goals.

The process can take anywhere from 1 to 3 months.
We have finalised investments even in as short as 2 weeks!

1
Intro & intent
1 - 7 days

If your brand fits our criteria, we organise an intro call to analyse how your vision for the business can be powered by our growth levers. After the intro call, based on your reports from your ecommerce accounts, website sales & more, we send you a valuation of your brand and an official Letter of Intent (LOI) stating the customised terms of our potential partnership.

2
Due diligence & docs
28 - 75 days

Once you sign the Letter of Intent (LOI), we work together with you to evaluate all the areas of growth in your business: from the status of your stocks to supplier and employee contracts and up to advertising budgets and marketing deals. In sync, we send the legal documents for your review and we confirm with you the milestones and financial outcomes of our partnership.

3
Payment & partnership
14 - 90 days

You worked incredibly hard to grow your brand to where it is today so you get paid upfront for your achievement. After this, we work together to transition the business and we take our partnership to the next level based on the model you chose from our set of customizable financial and collaboration structures. This whole process can take 30-45 days, and we've done it in as quickly as 2 weeks!

It’s your choice

Just like you, our team of entrepreneurs understands hardships faced throughout and the ramifications of your journey. It might be that you want to put money aside for your family or invest in your next project. It might be that you feel you reached the maximum level of business growth on your own and want to further develop your business with a team of experts. Or that you already have sketches for new product prototypes that you need resources to launch.

Sell

Sell your business, get paid upfront and, after that, benefit from customisable earnout schemes.

Partner

Partner with us and put your industry knowledge and creativity to work. Get rewarded through revenue share, equity and a multitude of other partnership structures.

Prototype

Whether you want to stay on and see your product ideas come to life through our Creative Cofounders™ Program or start a new business with our mentorship and support in our New (Ad)venture™ Program, we are your partners for the long-run.

Ready for the next level?

Get access to our experts, tools and playbooks and take your brand to the next level.
Supply chain
We renegotiate contracts.
Bring new suppliers.
Decrease lead times.
Optimise to the max.
Branding
We enhance a brand's identity. Develop new imagery, content, customer personas.
Storytelling at its best.
Machine learning
We analyse data in realtime. Automate tasks.
Generate market trend predictions.
Our AMASIN™ machine learning algorithms are only getting smarter.
Cross-selling
We think in synergies.
Our products create
positive ripple effects.
Related products that make sense together, too.
Marketing
We optimise online and offline spend (not only PPC) through our zoom-in-zoom-out strategy across brands, channels, geographies and customer segments.
Realtime data analytics at the core.
Omnichannel
We access new channels to reach new customer segments. Ecommerce platforms to wholesalers, distributors to retailers,
DTC shopping sites to offline events.
Our brands are making an impact in people's lives everywhere.
Finance
We rethink cash flow for self-sustainability.
Fund stock fulfillment.
Invest in new product development.
Long-term profitability.
Product development
We continuously launch product variations. Develop product accessories. Create new complementary products.
Innovation meets utility.

Our experts

Jack Turner
VP of Operations

Jack comes with 15 years experience in roles across Retail, Hospitality, eComm and 3PL Logistics and Fulfilment. An operational enabler, Jack's focus on people, growth and efficiency helps drive business success.

Nicola Merridan
Head of Supply

From cosmetics to electronics, from SMEs to large corporations, Nicola brings 10+ years of sourcing, merchandising planning and supply chain experience to the brands in the CINCHONA branches.

Ralph Ward
Ops Transformation Analyst

Ralph is English/French native, with a data, marketing, and product management profile. He has over 7 years experience in cross-departmental projects for international eCommerce startups.

Gaelle Tan
Ops Transformation Analyst

Gaelle has 5+ years experience in a global bank as a financial controller and 2+ yrs in a fast pace e-commerce start-up. She brings a a highly process-driven can-do attitude and a solid knowledge on all aspects of supply chain to the Cinchona team.

Hannah Hemsley
Product Development, Marketing and Operations

Hannah manages product development from market research to launch. With 10+ years experience, she designs, develops and sources products and implements marketing strategies on multiple ecommerce platforms.

Ade Marks
Customer Care

Ade has over 10 years of customer service experience with a background in Sports and Leisure, Energy and Retail. He has a devoted attitude which helps to provide a top level of service to customers.

Hayley Brazier
Customer Care

Hayley has 10 years experience of customer service within eBusiness, Retail, Hospitality and Sports and Leisure. With a keen focus on customer satisfaction, Hayley investigates and resolves problems, and implements measures to delight customers.

Joanne Southam
Accounts & Shipping
Co-ordinator

Jo has been with BGH for 14 years and has lots of experience with credit control and purchase ledger. With a background of retail, customer service, travel, education, and market research, Jo holds a wide variety of experience and expertise.

Karine Assaf
Chief of Staff

Through her work with plenty of startups and VC firms, Karine adds to our team a diversified expertise on venture building, startup scaling and business strategy.

Astrid Van Essen
Senior Brand Builder

A successful professional with excellent business acumen and 17+ years of hands-on experience in marketing, branding, creative operations and production. Strategic thinker and dots connector.

Abdul Adama
Brand Builder

Abdul is an agile and analytical brand-marketing manager with 6+ years of experience in strategy development & implementation for fashion and consumer goods SMEs.

Abbi Stewart-Smith
Creative Design, Brand Building and Marketing

Abbi is a design brand management and marketing professional, with 15+ years experience working in creative and digital industries. A creative mind with a head for logic and business strategy.

Akshay Chadha
Amazon Listings Manager

Akshay is a professional with over 10 years of experience in project management, hybrid marketing and ecommerce. He comes with in-depth Amazon knowlegde and experience.

Raja Durasaimy
Performance Marketing Ninja

Raja brings 8 years of eCommerce and marketing experience working with retail clients and media agencies. His focus is on optimizing the advertising spend for brands on Amazon.

Mathew Hampson
PPC & Listing Optimisation Specialist

Matthew has over 10 years experience in marketing including PPC and listing optimization. His passion is to bring products to life online and then see them used in the real world.

Hannah Hemsley
Product Development, Marketing and Operations

Hannah manages product development from market research to launch. With 10+ years experience, she designs, develops and sources products and implements marketing strategies on multiple ecommerce platforms.

Tarig El-Sheikh
CEO

Tarig is a serial entrepreneur with multi-million dollar exits in eCommerce, health tech, education and brings 20 years of experience in finance, investment banking, M&A and scaling businesses across emerging markets.

Majed Abukhater
CIO

Majed has developed a thorough business consulting and finance expertise. He also brings a wealth of entrepreneurial experience as he has lead the expansion and exit processes of several massive technology startups.

Mark Calvert-Jones
VP of Finance

Mark is an FCCA qualified Financial Controller who has a wealth of experience working with rapidly growing, multinational organisations ranging from FTSE 250 / Aim listed to startups that have then gone through hypergrowth, large PE transactions and IPO readiness.

Ahmed Dawoud
Growth Manager

Ahmed is a business entrepreneur with Shopify expertise. He grows our off-Amazon presence using multiple sales channels and expands our brands by innovating new products.

Astrid Van Essen
Senior Brand Builder

A successful professional with excellent business acumen and 17+ years of hands-on experience in marketing, branding, creative operations and production. Strategic thinker and dots connector.

Hannah Hemsley
Product Development, Marketing and Operations

Hannah manages product development from market research to launch. With 10+ years experience, she designs, develops and sources products and implements marketing strategies on multiple ecommerce platforms.

Karine Assaf
Chief of Staff

Through her work with plenty of startups and VC firms, Karine adds to our team a diversified expertise on venture building, startup scaling and business strategy.

Tarig El-Sheikh
CEO

Tarig is a serial entrepreneur with multi-million dollar exits in eCommerce, health tech, education and brings 20 years of experience in finance, investment banking, M&A and scaling businesses across emerging markets.

Ralph Ward
Ops Transformation Analyst

Ralph is English/French native, with a data, marketing, and product management profile. He has over 7 years experience in cross-departmental projects for international eCommerce startups.

Alex Rignall
Chief Innovation Officer

Alex is an experienced Amazon seller, a supply chain and operations guru. His expertise is quite a unique blend: from being an Army Officer to working in financial advisory up to becoming a serial entrepreneur.

Hannah Hemsley
Product Development, Marketing and Operations

Hannah manages product development from market research to launch. With 10+ years experience, she designs, develops and sources products and implements marketing strategies on multiple ecommerce platforms.

Ahmed Dawoud
Growth Manager

Ahmed is a business entrepreneur with Shopify expertise. He grows our off-Amazon presence using multiple sales channels and expands our brands by innovating new products.

Astrid Van Essen
Senior Brand Builder

A successful professional with excellent business acumen and 17+ years of hands-on experience in marketing, branding, creative operations and production. Strategic thinker and dots connector.

Mathew Hampson
PPC & Listing Optimisation Specialist

Matthew has over 10 years experience in marketing including PPC and listing optimization. His passion is to bring products to life online and then see them used in the real world.

Karine Assaf
Chief of Staff

Through her work with plenty of startups and VC firms, Karine adds to our team a diversified expertise on venture building, startup scaling and business strategy.

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