D2C Hypefast "Retail Group" Company Invests in Bonnels

Hyperfast, a group direct-to-consumer (D2C) retail company, announced an investment in Bonnels, an online brand that sells natural products for mothers and children, for an undisclosed amount.

The joining of Bonnels adds to the portfolio that Hypefast has amassed. To DailySocial, Founder and CEO hyperfast Achmad Alkatiri said that the company currently has 12 portfolios and Bonnels is their first portfolio in the health and beauty sector. Achmad ensured that they would double their investment in this sector.

Although he couldn't explain in detail, Achmad said that Hypefast's business was to develop teams, ecosystems, and funds to help brand growing and expanding rapidly. Brand Hypefast's targets are those who have an annual profit of more than IDR 500 million and the majority of their business is online.

Hypefast was founded by people who have been in the industry for a long time, especially Rocket Internet alumni. Apart from Achmad, who was once the CMO of Lazada Indonesia, the company's advisors are Florian Holm (former CEO of Lazada Indonesia), Ioann Fainsilber (Co-Founder of Pintek), and Jakob Rost (Co-Founder and CEO of Ayoconnect).

In its release, Brand Founder Bonnels Denny Santoso said, "Along with Bonnels' journey, we need partners who have strong background, experience and resources to support my mission of bringing Bonnels into a brand. retail The largest natural product for babies, children and mothers in Southeast Asia. Hypefast with all its resources and ecosystem is the most appropriate choice to encourage Bonnels growth. I am thrilled to be joining the Hypefast family."

Bonnels, apart from selling on its own e-commerce platform, also has outlets in a number of stores online marketplace leading.

Denny himself is no stranger to the startup industry and has colored this ecosystem since its inception. Apart from Bonnels, he also developed Tribelio platform to make it easier for companies to build and market community-based products.

Achmad added, “Hypefast and Bonnels have the same vision and mission, namely to build an ecosystem of local Indonesian brands, so that they can compete not only in Indonesia but also in various other countries. I see Bonnels has considerable potential and the quality of its products can compete with brands from abroad.”

D2C sector growth and new economy coloring Indonesia's startup industry this year. Starting from brand coffee, investment in this sector also penetrates health, beauty, and F&B products.