Queensland-born speciality underwear retailer Bambody has been acquired by San Francisco’s Heyday, which invests in direct-to-consumer brands selling via ecommerce giant Amazon.
Bambody sells absorbent underwear for menstrual, maternity and postpartum use by women. It has shot up Amazon’s ranks to the top position in women’s incontinence underwear category in four short years since its founding.
Its new owner, Heyday, acquires direct-to-consumer retail businesses that operate as Amazon’s Fulfilled by Amazon partners. The Amazon service allows retailers like Bambody to ship their products to the ecommerce juggernaut, which then stores, packages and posts orders to customers across the world.Bambody’s sale comes after a spike of interest in speciality underwear retailers.
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