Apollo, BlackRock in Talks to Finance Amazon Aggregator Merger

Apollo Global Management and BlackRock are considering financing a merger between Branded and Heyday, two companies that buy and grow online brands sold on Amazon. This merger reflects a trend of consolidation in the industry, as companies that thrived during the pandemic e-commerce boom now face debt and a cooling market. The new company, Essor, would be valued at over $1 billion and led by Branded`s CEO. Essor plans to use the new funding to acquire struggling online brands and increase their sales by expanding their presence into physical retail stores.