D2C "Group Retail" Company Hypefast Pours Investment to Bonnels

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

The participation of Bonnels adds to the Hypefast portfolios. The Founder and CEO, Achmad Alkatiri said to DailySocial that the company currently has 12 portfolios and Bonnels is their first portfolio in the health and beauty sector. Achmad ensures to double their investment in this sector.

Even though he can't breakdown in details, Achmad said Hypefast's business is growing a team, ecosystem, and funds to help brands develop and expand quickly. Hypefast's target brands are those with an annual profit of more than Rp500 million and online-based for its major business.

Hypefast was founded by people with long-time experience in the industry, especially Rocket Internet alumni. Apart from Achmad, who was once Lazada Indonesia's CMO, the company 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 his release, Bonnels' Brand Founder Denny Santoso said, "Along with Bonnels' journey, we need partners with strong backgrounds, experience, and resources to support my mission of bringing Bonnels to be the biggest retail brand for natural products for babies, children, and mothers in Southeast Asia. Hypefast with all its resources and ecosystem is the best choice to drive the growth of Bonnels. I am very happy to be joining the Hypefast family."

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

Denny himself is not a stranger in the startup industry and has been involved in this ecosystem from the beginning. Apart from Bonnels, he also developed the 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 for local Indonesian brands, therefore, they can compete not only in Indonesia but also in various other countries. I see Bonnels has enough potential and the quality of its products can compete with brands from abroad."

The growth of the D2C sector and the new economy will decorate the Indonesian startup industry this year. Starting from coffee brands, investment in this sector also includes health, beauty, and F&B products.

–Original article is in Indonesian, translated by Kristin Siagian