SellerX
- Company typePrivate
- Founded2020
- HeadquartersBerlin, Germany
- Headcount501–1,000
- GTM typeB2C
- OfferingHardware or Manufacturing
SellerX firmographics
Firmographics- Name
- SellerX
- Legal name
- SellerX Germany GmbH
- Website
- https://sellerx.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Ownership category
- akta.pro rank
SellerX industry classification
Industry- Product category
- E-commerce Brand Aggregation
- NAICS
- General Merchandise Retailers (455), Warehouse Clubs, Supercenters, and Other General Merchandise Retailers (4552), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)
- SIC
- Retail-Misc General Merchandise Stores (5399), Retail-Catalog & Mail-Order Houses (5961)
- akta.pro primary industry
- General Merchandise Online Retailers (CRAFADAA)
- akta.pro secondary industries
- Private-Label–Led Mass Merchandisers (CRAGABAG), Apparel, Footwear & Accessories Online Retailers (CRAFADAB), Private-Label / Own-Brand Led Catalog Department Store Retailers (CRAGAIAK)
Keywords
Where SellerX is headquartered
LocationHeadquarters
- HQ city
- Berlin
- HQ country
- Germany
- HQ region
- Europe
Offices6 records
Markets served
SellerX business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D
Revenue model
- Product Sales Revenue: SellerX generates revenue through the sale of consumer products across multiple channels including Amazon marketplace and physical retail. The company acquires private label brands on Amazon and scales them through omnichannel expansion.
Go-to-market motion1 record
Distribution channels6 records
Marketing channels7 records
SellerX product offering
Product offeringCore offering
SellerX acquires established Amazon FBA private label brands and operates them as a House of Brands portfolio, scaling the acquired brands through omnichannel expansion across Amazon, Walmart, Costco, Sam's Club, Target, and DTC channels. The company manages over 20 consumer brands spanning outdoor gear, lifestyle, wellness, pet care, home goods, vinyl care, and tech accessories, with more than 25,000 products sold across 10+ countries.
Product overview
SellerX operates as a House of Brands aggregator that acquires, operates, and scales consumer brands primarily selling through Amazon and expanding into omni-channel retail. The portfolio spans over 20 brands across diverse categories including outdoor gear (Rhino USA, Sun Ninja, Tough Outfitters), pet care (The Cat Ladies), lifestyle and wellness (ENCHA, Botanic Tree), home goods (Garden Republic, Wirefy, Navaris), vinyl care (Big Fudge Vinyl), tech accessories (KW Mobile, AZ-Delivery), and fitness (FORTSTRONG, Ninabella). SellerX transforms acquired Amazon private label brands into iconic global brands through retail expansion, licensing partnerships, and brand-building initiatives, managing a portfolio of over 25,000 products across 10+ countries with approximately 600 employees in 6 global hubs.
Differentiator
Problem solved
Functional benefit
Brands
- Rhino USA: Superior powersports accessories brand
- Sun Ninja
- Garden Republic
- The Cat Ladies
- Big Fudge Vinyl
- Encha
- AZ-Delivery
- Fortstrong
- Navaris
- KW Mobile
- Botanic Tree
- Ninabella
- Wirefy
- Tough Outfitters
Products and services
- Rhino USA Superior powersports accessories brand that has expanded from digital to physical retail, with products stocked in Walmart, Costco, and Sam's Club nationwide.
- Sun Ninja
Quantifiable outcome
- Rhino USA expanded to Walmart, Costco, and Sam's Club nationwide
- +2 more outcomes
Companies that use SellerX
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles2 records
SellerX technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
SellerX partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor and core.
- Austin GamblersminorRhino USA partnership with Austin Gamblers professional bull riding team for brand sponsorship. Put Rhino USA brand in front of passionate fans, aligning adventurous spirit with PBR arena.
- Elevate BrandscoreMerged with Elevate Brands in 2023 to expand reach and expertise in the US market. Elevate Brands was co-founded by Jeremy Bell, who scaled it to $160M before joining SellerX as Chief Growth Officer.
- KW-CommercecoreAcquired in December 2021 for approximately $500 million funding round. KW-Commerce was a private label seller on Amazon with over $100 million in revenue. The acquisition expanded SellerX's portfolio to over 25,000 products and more than 40 brands.
Scale indicators8 records
Recent moves8 records
Expansion highlights5 records
SellerX competitors and assessment
Company assessmentDirect peers
- Boosted Commerce: Amazon FBA brand aggregator with a portfolio of consumer brands across health, beauty, and home categories. Comparable to SellerX in acquisition strategy and omnichannel expansion ambitions.
- Thrasio: The largest and most prominent Amazon FBA aggregator, also pursuing a House of Brands strategy. Like SellerX, Thrasio has faced significant financial distress, layoffs, and valuation markdowns in 2023-2024. Closely comparable on business model, target market (Amazon FBA brand sellers), and product categories.
- Acquco: Amazon FBA aggregator focused on acquiring and scaling consumer brands. Directly competes with SellerX in sourcing Amazon private label businesses and operating them under a portfolio model.
- Heyday: Amazon FBA brand aggregator that acquires and scales third-party private label brands on Amazon. Operates a similar House of Brands model and competes for the same acquisition targets as SellerX, primarily in consumer goods categories.
- Unybrands: House of Brands operator focused on acquiring and scaling Amazon FBA brands. Operates a similar portfolio model with global operational infrastructure, directly competing with SellerX for brand acquisition targets.
- Perch: Earlier-stage Amazon FBA brand aggregator that was ultimately acquired by Thrasio in 2022. Operated a similar brand-acquisition and scaling model targeting Amazon private label sellers.
- Benitago Group: Amazon FBA aggregator that collapsed in 2023 amid allegations of financial misconduct. A cautionary peer that highlights the sector-wide challenges SellerX also faces in the aggregator model.
- Elevate Brands: Amazon FBA aggregator that merged with SellerX in 2023. Prior to the merger, Elevate Brands was a direct competitor with a US-focused portfolio and was co-founded by Jeremy Bell (now SellerX's CGO).
Emerging players
- D1 Brands: Smaller-scale Amazon FBA aggregator that competes with SellerX in the brand acquisition market, focused on consumer brands across similar categories including home, pet, and outdoor.
Broad incumbents
- Pattern: Amazon accelerator and brand operator that helps brands scale on Amazon marketplaces and across digital channels. A broader, more established player in Amazon brand enablement with a different model (services rather than full acquisition).
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
SellerX social profiles
Digital presenceSellerX financial estimates
Financial estimateRevenue estimate
Valuation estimate
SellerX leadership team
Management profileNumber of profiles
Profiles10 records
SellerX subsidiaries and ownership
Company hierarchySubsidiaries2 records
SellerX funding detail
Funding detailFunding overview
Funding rounds6 records
Investors13 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SellerX M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SellerX
What does SellerX do?
SellerX acquires established Amazon FBA private label brands and operates them as a House of Brands portfolio, scaling the acquired brands through omnichannel expansion across Amazon, Walmart, Costco, Sam's Club, Target, and DTC channels. The company manages over 20 consumer brands spanning outdoor gear, lifestyle, wellness, pet care, home goods, vinyl care, and tech accessories, with more than 25,000 products sold across 10+ countries.
Is SellerX a public or private company?
SellerX is a private company. It is classified as venture growth investor backed and is currently operating.
When was SellerX founded?
SellerX was founded in 2020. It employs 501 to 1,000 people.
Where is SellerX based?
SellerX is headquartered in Berlin, Germany, in the Europe region.
How does SellerX make money?
One revenue line is on record: product Sales Revenue.
Who are SellerX's main competitors?
Direct peers on record are Boosted Commerce, Thrasio, Acquco, Heyday, Unybrands, Perch, Benitago Group and Elevate Brands. D1 Brands is listed as an emerging player. Pattern is listed as a broad incumbent.
Does SellerX have an API?
No public API is recorded for SellerX.
What industry is SellerX in?
SellerX's product category is E-commerce Brand Aggregation. Its primary akta.pro industry code is CRAFADAA, General Merchandise Online Retailers, with a secondary code of CRAGABAG, Private-Label–Led Mass Merchandisers. Its NAICS code is 455 and its SIC code is 5399.