1   FAIR TERMS

We understand that selling your brand is an emotional step and we believe that unfair legal terms should not get in the way of the process. An exit is often an once in a life time event and we are here to make that moment as enjoyable as possible. We believe in terms which are fair and transparent

2   TIME

We value your time and will always aim to give you an answer as quickly as possible. We will not pressure you into a process or give you short timelines to accept the offer. It’s not Heroes against you - it’s Heroes together with you. We understand that you may need the time to think this through and we will wait.

3   RESPECT

We respect your brand and the sweat and tears which went into building it. If we are interested, we may ask for some high-level financial or operational data, but we will never ask you about sensitive information on your suppliers or the payment terms you have with them. We always propose to sign a non-disclosure agreement (NDA) before any sensitive information is shared.

4   PERSONAL

We are approachable and good people. We believe that an exit is a personal undertaking, so we will make it as personal as possible. It’s important that you are speaking to the right people in the team and that you have the opportunity to meet all of us.

5   STRUCTURE

We don’t believe in a one-size-fits-all model and for us it’s more important about what you want. We can be flexible and offer cash at closing, profit share agreements or even shares in Heroes. We make sure that our offer is easy to understand and you know what you will be getting at the end of the day.

6   EXPERIENCE

We are entrepreneurs ourselves and we understand that building and scaling an Amazon brand is hard. As an entrepreneur you are wearing multiple hats every day. We have a dedicated team of over 50 experts across Supply Chain, Inventory Management, Brand Management, Marketing, Branding, Finance, Legal and Tax to make the handover as seamless as possible.

WHY SELL TO US

You are in good hands

WHAT FBA SELLERS SAY

KANE G.

The process with Heroes was great. It took only 37 days from the first call to the completion and the wiring of the funds. The team has been very approachable, easy to deal with, and helpful throughout the entire process!

DAVID S.

I love the new look Heroes has given to my brand; the logo, the packaging, new photography, new video. 

The depth of experience in the Heroes team has taken the brand to the next level. 

BEN & MATT

Heroes are exceptional professionals who made a complex cross-border deal seamless. Their offer was excellent and well-tailored to our circumstances. It was a pleasure dealing with them and I'd be happy to do so again in the future

OUR PROCESS

Fast, transparent and fair process to sell your brand to Heroes.

STEP 1

GETTING TO KNOW EACH OTHER

In a first call we would like to tell you more about Heroes. Who we are, how we operate, how we think, how our process works. We know you are busy running your own business, so we keep these meetings highly efficient and we will never show up late and keep you waiting - that’s our promise to you.

 

We also like to learn a bit more about yourself and your business. You should expect questions like “Why did you start this business?” and “How much profit did you generate over the last 12 months?”. We understand that some questions are too sensitive and we will not press you for answers if you are uncomfortable.

STEP 2

NON-DISCLOSURE AGREEMENT

If our first call went well, and your business generally fits into our investment criteria we’d like to look at your numbers in more detail. Before we do that, we sign a Non-Disclosure Agreement (NDA), which protects you and ensures that any information provided to us is kept safe, will not be shared with third parties, and the data can’t be used to build a competing business with you.

STEP 3

ANALYSING YOUR DATA

After the NDA has been signed, you can either send us extracts from your Amazon account or preferably we ask you to authorise a third-party software (e.g. Sellerboard) on your Seller Central account, through which we can extract your Amazon sales information. Additionally, we will ask you to provide us with ASIN-level product costs, and your last freight invoices. We need this information to get the complete picture of the profitability of your business. Again, if the information is too sensitive to share, we can discuss alternative ways.

STEP 4

WE MAKE AN OFFER

Based on the information you have provided and our analyses we are able to present you with a Letter of Intent (LOI), which lays down our offer to you. In this offer, we present you with various terms underlying the offer, including (i) a valuation/purchase price, (ii) payment terms, (iii) a timeline, (iv) additional due diligence requests and (v) next steps.

STEP 5

DUE DILIGENCE & LEGAL DOCUMENTS

Should you be happy with the offer and accept it, we enter a “Due Diligence” phase, which means we take great care to fully understand your business. We might ask for supplier agreements, employee contracts (if any), audited financial statements, trademarks, rental/lease agreements, invoices and other documents.

 

In parallel, we start drafting the Purchase Agreements, which dictate the terms and conditions under which we buy your business (or part thereof). It’s important to get your legal advisor/consultant involved at this point. If you do not have one, we can recommend a number of good legal counsels, who have previously advised clients who sold their businesses to us. Working with somebody who has prior experience with selling Amazon brands will be beneficial. 

STEP 6

"CLOSING"

“Closing” is the process of signing the Purchase Agreements and wiring the funds to your bank account. This process should happen concurrently, and typically it’s done by wiring the money to your legal counsel’s bank account, who will then release the funds to you after both parties have signed the agreements. At this point, you can open the bottle of Champagne and celebrate!

THINKING OF SELLING?

We're always looking for exciting companies. Please leave your details and a Heroes team member will get back to you within 24 hours. Looking forward to learning more about your business.

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