Kindrik Partners advises edamama on series A raise



We’re pleased to have advised Philippine based e-commerce platform edamama on its US$20 million series A funding round led by Alpha JWC. Existing investors Gentree Fund, Robinson Retail Holdings, Innoven Capital, Kickstart Ventures and Foxmont Capital Partners also participated in the round.

edamama is a parenting-focused platform that offers customers a personalised shopping experience designed to simplify decision-making for parents. Following its launch in May 2020, the company has grown rapidly by providing families across the Philippines a safe and trustworthy way to digitally access an extensive range of parenting products through its proprietary technology. In addition to its innovative product offerings, edamama also provides an online gift registry and subscription services for essentials.

The company plans to use the funding to expand its operations, ramp up delivery solutions, and enhance its content and community. It also plans to open offline stores and scale its own private label portfolio.

Partner Lee Bagshaw says:

“edamama launched during the strict Covid lockdown imposed in the Philippines at a time where consumers were shifting from brick-and-mortar stores to e-commerce platforms. The business has continued to grow rapidly by establishing a reputation for providing affordable and quality products. We are delighted to have advised the company on their latest fundraise, one of the largest series A financings ever completed in the Philippines.”

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