Raena raises $1.82 million to help influencers in Southeast Asia launch their own consumer brands

Raena, an Indonesian startup that helps social media influencers launch their own e-commerce brands, announced today that it has raised $1.82 million in seed funding. The round was led by Beenext, with participation from Beenos, Strive and the personal offices of Shailesh Rao, a partner with TPG Growth, and Sanjay Nath, managing partner of Blume Ventures. Like Revolve Group in the United States and Ruhnn Holding in China, which both recently went public, Raena partners with influencers, providing them with the resources to create products under their own branding.

The company launched two months ago and is currently focused on Southeast Asia, where it has partnered with seven influencers so far, who have a total following of 12 million. Founded by CEO Sreejita Deb, who previously held roles at Amazon, InMobi and Google, Raena started by selling Japanese and Korean beauty brands to Indonesian customers. Deb says the company decided to start working with influencers after the products sold well, despite their premium prices and having little brand recognition in Indonesia.

She adds that Southeast Asian countries like Indonesia, Vietnam, Malaysia and Thailand, have some of the highest rates of social media penetration in the world, especially on Instagram, but

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