The Flex Group has closed the acquisition of 100% of the shares of the ‘start up’ Marmota, an online marketer of rest equipment. It is a pioneer digital native brand in Spain in the direct sale of mattresses over the internet, founded in 2016 by Atresmedia Hub Factory –’joint venture ‘of the Atresmedia group and Antai Venture Builder- and by the Catalan entrepreneur expert in the furniture sector , Toni Estellé.
The operation is part of the Flex Group’s strategy to deepen the digitization of the business, responding to the new challenges posed by the pandemic, and the need to get closer to consumer demands. In addition, this operation joins the one carried out this year and for which the Flex Group acquired 51% of the online operator Chilean Drimkip, which reinforces the manufacturer’s position in a dynamic and competitive market, and from which the digital business will be projected to other neighboring countries.
Rafael Gonzalez, CEO of the Flex Group, highlighted that with this acquisition the Group’s leadership position in Spain is “strengthened, where we already operate with three companies: Flex teams from Descanso, Noctalia and Productos KOL, with the brands Flex, Mash, Klinum , Sleepy and Dorwin. At the same time that it places the company at the forefront of digital technology, it increasingly brings it closer to the consumer and strengthens its position to face the challenges derived from digitization ”.
For Atresmedia and Antai Venture Builder, the integration of Marmota into the Flex Group represents a great success of the policy they develop through Atresmedia Hub Factory, from where they create and support digital companies with high potential.
Javier Nuche, CEO of Atresmedia Diversificación, said after closing the sale that “Flex is the best possible partner to develop Marmota’s full potential.” He also highlighted the importance of the operation, which “demonstrates the enormous capacity of collaboration between ‘start ups’ and large corporations, as well as the decisive role of television in the creation of new high-value brands, validating the entrepreneurship model for which we have been betting on Atresmedia Hub Factory with our Antai partners ».
For its part, Gerard Olivé, co-founder and Co-CEO of Antai Venture Builder, considers this operation “a success of the co-creation of start ups under the model of venture builder, which also reflects the high growth of native digital direct selling brands (DNVB) and a great example of the rapprochement between large Spanish companies and the digital entrepreneurial ecosystem ”.
Marmota will continue to operate independently, although relying on the capabilities of the Flex Group, to continue with an ambitious expansion plan, both online and multichannel, and internationally. At the same time, the excellent Marmota team, which will continue to be led by Mario Gutierrez Brun, CEO of the company since the end of 2019, will make a decisive contribution to increasing the digital knowledge and skills of the Group globally.