Perch

Consumer Brand Portfolio (Amazon Aggregator)perchhq.com

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

Amazon brand aggregation
E-commerce brand acquisition
Consumer brand portfolio
Affiliate marketing platform
D2C brand operations

Where Perch is headquartered

Location

Headquarters

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 offering

Core 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 profile

Named customers11 records

Segments4 records

Ideal customer profiles3 records

Perch technology and API

Technology

Technology focussed Yes

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Feature3 records

Perch partnerships and signals

Strategic signal

Partnerships

Two partnerships are on record, tiered core and flagship.

LevantacoreStrategic or Co-development Partner · 8 April 2026Acquired 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 GroupflagshipStrategic or Co-development Partner · 1 January 2024Perch 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 assessment

Direct 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 financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Perch leadership team

Management profile

Number of profiles

Profiles10 records

Perch subsidiaries and ownership

Company hierarchy

Subsidiaries2 records

Perch funding detail

Funding detail

Funding 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 investment

M&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?

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.