Benitago Group

Benitago Group is an ecommerce aggregator that acquires and operates Amazon brands, with a focus on the consumer packaged goods industry. The company, founded in 2016 by Benedict Dohmen and Santiago Nestares, employs a unique acquisition strategy involving a 381-point checklist to identify promising brands that align with their best practices. Benitago Group seeks out brands that already meet 40-60% of their criteria, ensuring defensibility and market establishment.

Once acquired, Benitago Group acts as an incubator for these brands, leveraging an in-house brand development studio and a detailed 100-step process to optimize products. This process encompasses aspects such as packaging design, color selection, and customer appeal testing. The company boasts a 31% growth rate for acquired brands within the first three months of operation.

Benitago Group's business model revolves around acquiring Amazon brands with untapped growth potential and enhancing them through rigorous optimization techniques. As of November 2022, the company owned a portfolio of around 12 brands, including Supportiback, a posture-protecting device. Its consolidated revenue in the third quarter of 2022 grew by 308% compared to the previous year.

In September 2023, Benitago Group filed for bankruptcy protection, citing a shift in consumer preferences following the pandemic lockdowns as a contributing factor. At the time of filing, the company had assets and liabilities ranging from USD 50 million to USD 100 million.