Diethelm Keller Group acquires significant minority stake in Flummox

In the ever-changing realm of e-commerce, where the competition to discover and expand promising online-native brands is intensifying. Flummox, an online brand and distribution company, has been at the forefront of accelerating online. With its growing portfolio of microbrands in the fast-moving consumer goods space - currently counting seven across Europe - the company has been experiencing significant growth internationally via online marketplaces such as Amazon through its technology-driven and streamlined operations platform. The company currently supports seven brands that it serves from its offices in Switzerland and London.  

To further boost this growth, Flummox has formed a strategic partnership with the Swiss-based Diethelm Keller Group (DK), a global leader in the trading and household brand business. This partnership enables Flummox to further focus on its core competence as an online B2C distribution business and identifying consumer brands born online at an early stage while leveraging DK's brand, distribution and product development competencies to bring high-value offers to market. Combining Flummox's digital prowess with Diethelm Keller Group’s established market presence in the consumer sector is poised to unlock new potentials and chart a course for long-term growth and success in the household consumer brand sector, particularly in the kitchen, DIY, and garden sectors. The partnership will also leverage the combined expertise in R&D, supply chain, marketing, and distribution to strengthen the online brand aggregation industry. 

“To date, we’ve been focused on a very small focus strategy and with the brand and distribution competence of our partner, we are now in a position to go beyond that territorial and channel focus. This enables us to focus on building out the access to multiple online channels, online marketplaces, eventually beyond Europe,” says Marc Marshing, Co-Founder of Flummox. “Our roadmap includes the US and other complementary online marketplaces to increase the reach of our brands”, he added.