Essor

Who owns Essor?

Essor is currently owned by C4 Ventures Management through C4 Ventures Fund II (2020 vintage), since 2024.

Hand-verified · updated 2026-07-13

About Essor

Essor is a Paris and New York based consumer products platform that acquires, operates and scales digitally native health, wellness, home and lifestyle brands sold on Amazon, direct to consumer channels and national retailers such as Target, CVS and Walmart. Formed in September 2024 through the combination of two Amazon marketplace aggregators, it positions itself as an omnichannel operator that turns fast growing challenger brands into global names rather than a passive roll up of third party sellers. Its portfolio spans labels including Boka, Puracy, OTOTO, FreshCap, Iron Flask, Viking Revolution and ZitSticka. According to public disclosures the combined business generates annual revenue of more than 400 million dollars.

Ownership journey

Essor traces its roots to BRANDED, founded in Paris in September 2020 by Pierre Poignant, Ben Kaminski and Alexis Lanternier to partner with successful third party sellers and help them scale across marketplaces. In September 2024 BRANDED acquired the aggregator Heyday, absorbing its technology team and brand portfolio, and rebranded the combined group as Essor, with Poignant as co-founder and chief executive. C4 Ventures backs the company through its C4 Ventures Fund II, having invested from 2024, and remains an active investor. As a growth investor C4 Ventures holds a minority position alongside the founders and other backers, and no exit or secondary transaction involving the fund has been recorded.

Under PE ownership

Since the 2024 combination Essor has consolidated two overlapping aggregator platforms into a single operator, integrating Heyday's technology and brand roster with BRANDED's operations. The enlarged group has pushed its brands beyond Amazon and direct to consumer into national retail distribution, with products placed in chains including Target, CVS and Walmart. It has continued to run a portfolio of health, wellness and lifestyle labels such as Boka, Puracy and Iron Flask under shared operating and sourcing infrastructure. The strategy reframes the business from marketplace roll up toward an omnichannel consumer products company operating at more than 400 million dollars of annual revenue.