Perch
Boston-based Amazon brand aggregator founded in 2019 that acquired and operated 200+ direct-to-consumer brands across home, baby, beauty, and lifestyle categories using a proprietary platform managing hundreds of thousands of products globally.
- Company typePrivate
- Founded2019
- HeadquartersBoston, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Perch does
Perch was a Boston-based Amazon brand aggregator founded in 2019 that acquired and operated direct-to-consumer brands selling on the Amazon marketplace. The company built a portfolio of more than 200 brands across home, kitchen, baby products, beauty, healthcare, automotive, outdoor, and toy categories, with named portfolio brands including Baby Merlin's Magic Sleepsuit, Cali White, Satina, Prextex, Tame The Wild, Prestee, Zap It, Booty Brand, CareTouch, Space Saver, and OpenSeedVault. Perch operated as Whele LLC and was led by CEO Chris Bell alongside COO Matthew Montgomery, Chief People Officer Josh Budway, SVP Technology Matt Ryder, SVP Growth Nithya Grande, and VP Product Joe Kiernan.
Perch's core offering was a proprietary technology platform designed to identify Amazon third-party seller acquisition targets and to manage the manufacturing and shipment of hundreds of thousands of products globally on a daily basis. The company monetized these brands primarily through Amazon marketplace sales, with secondary distribution into brick-and-mortar retail and other online marketplaces. In 2022 Perch extended the platform externally with the Perch+ affiliate program, connecting its owned brands to over 100 affiliate partners including major publishers, Amazon A-List livestreamers, and shopping influencers on a performance-based billing model. Manufacturing and supplier relationships were managed through a dedicated onboarding and compliance flow, reflecting the operational complexity of running a multi-brand consumer products portfolio.
The financial trajectory was severe. Perch raised approximately $123.5M in October 2020 and then a $775M Series A led by SoftBank Vision Fund 2 in May 2021, achieving unicorn status at over $1B in valuation. Asset-backed financing of up to $500M was provided by Apollo Global Management through Victory Park Capital credit facilities and Athene. Despite this capital base, Perch was sold to Razor Group in early 2024 in a restructuring that wiped out the $775M SoftBank equity and resulted in Apollo's approximately $170M outstanding position being written off to zero. The Perch+ affiliate network was subsequently divested to Levanta in April 2026, and the original Perch operating entity ceased to exist as an independent company.
Perch firmographics
Firmographics- Name
- Perch
- Legal name
- Whele LLC
- Website
- https://perchhq.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Acquired
- Headcount range
- 101–250 employees
- Short description
- Boston-based Amazon brand aggregator founded in 2019 that acquired and operated 200+ direct-to-consumer brands across home, baby, beauty, and lifestyle categories using a proprietary platform managing hundreds of thousands of products globally.
- Ownership category
- akta.pro rank
Perch industry classification
Industry- Product category
- Consumer Brand Portfolio (Amazon Aggregator)
- akta.pro primary industry
- Omnichannel Commerce & Click-and-Collect Platforms (BPAMAGAL)
Keywords
Where Perch is headquartered
LocationHeadquarters
- HQ city
- Boston
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Perch business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- E-commerce Product Sales: Direct sales of owned and acquired consumer brands through Amazon marketplace and other online channels
- Brick-and-Mortar Retail: Sales through physical retail stores for diversified brand distribution
- Perch+ Affiliate Network: Performance-based affiliate marketing program connecting Amazon brands with affiliate partners; revenue generated through affiliate commissions on sales
Go-to-market motion3 records
Distribution channels4 records
Marketing channels4 records
Perch product offering
Product offeringCore offering
Perch is a technology-driven Amazon brand aggregator that acquires direct-to-consumer businesses selling on Amazon and grows their operations using proprietary software for target identification and brand optimization. It operates a portfolio of more than 200 acquired and owned consumer brands across home, kitchen, baby, beauty, healthcare, automotive, outdoor, and toy categories, distributed through Amazon, brick-and-mortar retail, other online marketplaces, and the Perch+ affiliate marketing network.
Product overview
Perch is a customer-centric commerce company that acquires and operates e-commerce brands globally. The company operates through three main product offerings: (1) the Perch Commerce Platform, a proprietary technology platform managing manufacturing and shipment of hundreds of thousands of products worldwide; (2) an acquired brand portfolio spanning baby products, home goods, beauty, healthcare, automotive, outdoor, and toys across brands such as Baby Merlin's Magic Sleepsuit, Cali White, Satina, Prextex, Tame The Wild, Prestee, Zap It, Booty Brand, CareTouch, Space Saver, and OpenSeedVault; and (3) Perch+, an affiliate marketing engine launched in 2022 that connects Amazon brands with over 100 affiliate partners including major publishers, Amazon A-List livestreamers, and top shopping influencers. The company sells through Amazon, brick-and-mortar stores, and other online marketplaces.
Differentiator
Problem solved
Functional benefit
Brands
- Cali White: Brand featured in Perch's portfolio of Amazon brands
- Satina
- Baby Merlin's Magic Sleepsuit
- Prextex
- Tame The Wild
- Prestee
- Zap It
- Booty Brand
- CareTouch
- Space Saver
- OpenSeedVault
- Perch+
- Perch
Products and services
- Perch Brands Portfolio Portfolio of 200+ acquired and operated direct-to-consumer brands (including Baby Merlin's Magic Sleepsuit, Cali White, Satina, Prextex, Tame The Wild, Prestee, Zap It, Booty Brand, CareTouch, Space Saver, and OpenSeedVault) sold primarily on Amazon and also through brick-and-mortar and other online marketplaces, targeting general consumers across home, kitchen, baby, beauty, healthcare, automotive, outdoor, and toy categories.
- Perch+ Affiliate Program Affiliate marketing engine that connects Perch's portfolio of Amazon brands with more than 100 affiliate partners (major publishers, Amazon A-List livestreamers, and top shopping influencers), using a performance-based billing model with dedicated account management and streamlined payment processing.
- Perch Commerce Platform Proprietary technology platform that manages the manufacturing and shipment of hundreds of thousands of products globally every day and includes target identification software for sourcing Amazon third-party acquisition targets and a brand growth platform used to scale acquired brands.
Companies that use Perch
Customer profileNamed customers11 records
Segments4 records
Ideal customer profiles3 records
Perch technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Perch partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and flagship.
- LevantacoreAcquired Perch+ affiliate network, an Amazon-focused affiliate marketing software provider, enabling access to 60,000 partners in Levanta's marketplace. The acquisition enhances performance marketing and e-commerce optimization capabilities.
- Razor GroupflagshipPerch was sold to Razor Group in early 2024 in a restructuring that wiped out $775 million of equity financing led by SoftBank. Razor Group acquired Perch as part of consolidation in the Amazon aggregator space.
Scale indicators6 records
Recent moves7 records
Expansion highlights5 records
Perch competitors and assessment
Company assessmentDirect peers
- Thrasio: Largest Amazon brand aggregator (founded 2018); most direct comparable to Perch in business model, target (third-party Amazon sellers), and category breadth. Both pursued VC-funded roll-up M&A during the 2020-2022 aggregator boom and both experienced major restructurings.
- Razor Group: Berlin-based Amazon aggregator that acquired Perch in 2024 as part of sector restructuring. It is a direct peer in model and the surviving acquirer of Perch's brand portfolio.
- Heyday: NYC-based Amazon aggregator (General Catalyst-backed) that pursued the same horizontal acquisition strategy as Perch and also ultimately restructured, providing a close comparable for the rise-and-fall aggregator pattern.
- SellerX: Berlin-based Amazon aggregator that raised large rounds in 2021 and operated the same roll-up M&A model as Perch, making it a direct peer in geography, business model, and aggregator trajectory.
- Branded Group: European Amazon aggregator that pursued a similar horizontal acquisition strategy, comparable to Perch's category-diversified approach.
- Boosted Commerce: US-based Amazon aggregator that built a multi-category consumer brand portfolio similar to Perch's strategy.
- Elevate Brands: US-based Amazon aggregator that raised capital in 2020-2021 pursuing a similar category-diversified acquisition strategy to Perch.
- Forum Brands: NYC-based Amazon aggregator built a portfolio of consumer brands using the same horizontal acquisition strategy as Perch.
Broad incumbents
- Acquire.com: Marketplace for buying and selling startups rather than Amazon brands; represents the broader 'startup acquisition' philosophy analogous to Perch's M&A-led model of acquiring small e-commerce businesses at scale.
Others
- Levanta: Amazon-focused affiliate marketing platform that acquired Perch+ in April 2026; an adjacent ecosystem participant supporting brand distribution rather than a direct competitor to the aggregator model.
Market position
Strengths2 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights5 records
Customer concentration
Perch social profiles
Digital presencePerch financial estimates
Financial estimateRevenue estimate
Valuation estimate
Perch leadership team
Management profileNumber of profiles
Profiles10 records
Perch subsidiaries and ownership
Company hierarchySubsidiaries2 records
Perch funding detail
Funding detailFunding overview
Funding rounds4 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Perch M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Perch
What does Perch do?
Perch is a technology-driven Amazon brand aggregator that acquires direct-to-consumer businesses selling on Amazon and grows their operations using proprietary software for target identification and brand optimization. It operates a portfolio of more than 200 acquired and owned consumer brands across home, kitchen, baby, beauty, healthcare, automotive, outdoor, and toy categories, distributed through Amazon, brick-and-mortar retail, other online marketplaces, and the Perch+ affiliate marketing network.
Is Perch a public or private company?
Perch is a private company. It is classified as corporate owned and is currently acquired.
When was Perch founded?
Perch was founded in 2019. It employs 101 to 250 people.
Where is Perch based?
Perch is headquartered in Boston, United States, in the North America region.
How does Perch make money?
Three revenue lines are on record. E-commerce Product Sales are the primary driver. The others are brick-and-Mortar Retail and perch+ Affiliate Network.
Who are Perch's main competitors?
Direct peers on record are Thrasio, Razor Group, Heyday, SellerX, Branded Group, Boosted Commerce, Elevate Brands and Forum Brands. Acquire.com is listed as a broad incumbent. Levanta is listed as an others.
Does Perch have an API?
No public API is recorded for Perch.
What industry is Perch in?
Perch's product category is Consumer Brand Portfolio (Amazon Aggregator). Its primary akta.pro industry code is BPAMAGAL, Omnichannel Commerce & Click-and-Collect Platforms.