Munich-based VITAFY, an e-commerce supplier of nutrition and dietary supplements for fitness, weight management and health, has raised €10 million. Cipio Partners led the round, along with existing investor Venture Stars.
VITAFY currently has more than 7,000 products online in the areas of health food, dietary supplements, and fitness nutrition, across over 300 brands. VITAFY has also developed its own brands such as the WYLD, which includes cereals, healthy snacks, and protein shakes.
Already this year, the startup has generated a double-digit million turnover. With the new capital, VITAFY plans to expand its portfolio of brands and accelerate its cooperation with brick-and-mortar retailing and its retail expertise.
VITAFY CEO and founder Georg Bader, said: “The demand for healthy, functional nutrition, which is based on the individual lifestyle of our customers, is constantly growing in all markets and we are confident that with Cipio Partners we will further accelerate our growth, especially with regard to our own brand range become one of the leading providers of healthy, functional nutrition.”
Alexander Brand, Partner at Cipio Partners, said: “VITAFY has excellent e-commerce expertise, and its sense of trends helps the company to keep developing, tailor-made product ranges for its customers and its own brand portfolio even more vigorously strengthen their position in brick-and-mortar retailing and at the same time grow more sustainably than many competitors.”