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Society Brands could close up to five deals this year after buying supplements brand Vitality Now last month, CEO Michael Sirpilla tells Axios exclusively.

Why it matters: The company is getting more aggressive on M&A as other aggregators stumble.

Zoom in: Society Brands is looking to buy DTC brands, rather than those that are Amazon-centric, Sirpilla says.

It is also focused on the health and wellness and personal care categories, which make up 75% to 80% of the overall business, he says.

As for Vitality Now, its products include supplements to support brain health, improve sleep quality and stimulate healthy stem cells, among others.

What's next: Society Brands will eventually need more capital to support its acquisition strategy.

Options include a refinancing, increasing the availability on its credit facility or a priced equity round, Sirpilla says.

Catch up quick: Vitality Now is the third brand the company has acquired this year, in addition to Clarifion and Cleanomic.

By the numbers: The company passed $100 million in annual revenue and is profitable, Sirpilla says.

It raised a $204 million Series A in 2022 followed by a supplemental $13 million raise the following year.

What we're watching: Sirpilla says category focus opens up the company's liquidity options to being acquired by either a strategic or private equity firm.

An IPO could also be in the cards, though companies tend to have revenue between $500 million and $1 billion, he says.

What they're saying: "The Amazon aggregator space has gotten beaten up in the media. With that being said, I know several players in that space that I believe will eventually have a successful outcome," Sirpilla says.

"I don't consider the term Amazon Aggregator a bad word, but it's just not what Society Brands is since a majority of our revenue is DTC," he says.

Society Brands to continue shopping spree post Vitality Now acquisition

The company is focused on buying DTC brands in the health and wellness and personal care categories.

Illustration of a shopping cart icon full of money. 

Mergers and acquisitions

Exclusive

Society Brands could close up to five deals this year after buying supplements brand Vitality Now last month, CEO Michael Sirpilla tells Axios exclusively.Why it matters: The company is getting more aggressive on M&amp;A <a class="gtmContentClick" data-vars-link-text="as other aggregators stumble" data-vars-click-url="https://www.axios.com/2023/09/05/amazon-aggregators-tough-time-perch-apollo-benitago" data-vars-content-id="cbcea97e-62e5-433b-aa32-4106a24ccba1" data-vars-headline="Society Brands to continue shopping spree post Vitality Now acquisition" data-vars-event-category="story" data-vars-sub-category="story" data-vars-item="in_content_link" href="https://www.axios.com/2023/09/05/amazon-aggregators-tough-time-perch-apollo-benitago" target="_self">as other aggregators stumble</a>.

Society Brands to continue shopping spree post Vitality Now acquisition

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