Heroes, a leading e-commerce company that acquires, operates, and scales baby, juvenile and maternity brands, has made its latest acquisition of the bestselling children’s travel brand Trunki.

Co-founded by three brothers during the pandemic, the entrepreneurs Alessio, Riccardo and Giancarlo
Bruni set out to build a next-generation consumer brands platform with a core focus in baby, juvenile and
maternity brands. The Group’s mission is to support and empower mothers and fathers throughout the
journey of parenthood. Heroes can originate, diligence and complete transactions in as little as 30 days. In
just over two years, Heroes has grown to over 35 brands and 120 employees spread across offices in
London, Barcelona, Madrid, and Boulder. Through its in-house technology platform, the Group is able to
operate across multiple geographies and channels, including online marketplaces, direct-to-consumer
webshops and its global retail distribution network.


The addition of the Trunki brand further strengthens Heroes’ portfolio in the children’s travel market and
taps into the recovery of airline travel following the COVID pandemic. Through the acquisition, Heroes will
support the brand’s growth, investing heavily in the North American market and further expansion in
Europe, protecting Trunki’s core principles for quality, UK manufacturing and raising the bar for product
accessibility.


Alessio & Riccardo Bruni, Heroes co-founders, said: “We are extremely excited for Trunki and the team to join the Heroes family and embark on the next journey together. The acquisition will further strengthen our core focus in the baby and children category and gives us further expansion into retails and worldwide distribution.

“Working closely with a renowned brand like Trunki is the next chapter in an exciting journey for us and
sets the tone for what we hope to achieve with brands that will join the Heroes family in the future. Heroes
was founded on a shared passion to make exciting and sustainable brands accessible to more parents
around the world.”

Mirroring this sentiment Rob Law, Trunki Founder and CEO, added: “It became apparent after the first few discussions that Heroes was the right buyer for Trunki. The Bruni brothers’ vision for the brand was far more ambitious and creative than what other buyers presented. Whilst Trunki has been around for over 16 years, we couldn’t be more excited for the next chapter of our journey.


“Heroes believed in our vertically integrated UK manufacturing supply chain and shared our vision for future
product development, whilst having the infrastructure to grow our US business. They delivered a smooth
acquisition process, were flexible and completed the transaction on all the terms we agreed and were
willing to collaborate to close the deal.”


“Trunki has been around for over 16 years, since my £100k pitch was rejected on Dragons Den in 2006, I
went on to secure a £3.9m investment from the Business Growth Fund (BGF) in 2013, now in 2023 we
have sold to Heroes and couldn’t be more excited for the next step in our journey.”

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