{"id":6154,"date":"2024-05-01T00:00:00","date_gmt":"2024-05-01T04:00:00","guid":{"rendered":"https:\/\/livingstagenew.wpenginepowered.com\/transaction\/livingstone-advises-on-merger-for-amazon-aggregator\/"},"modified":"2026-06-16T13:25:09","modified_gmt":"2026-06-16T17:25:09","slug":"livingstone-advises-on-merger-for-amazon-aggregator","status":"publish","type":"transaction","link":"https:\/\/livingstonepartners.com\/nl\/transaction\/livingstone-advises-on-merger-for-amazon-aggregator\/","title":{"rendered":"Livingstone \u200bAdvises on Merger for Amazon Aggregator"},"content":{"rendered":"\n<p><strong>Livingstone\u2019s Special Situations and Consumer teams are pleased to announce that their client&nbsp;Dragonfly&nbsp;(the \u201cCompany\u201d) has completed a successful merger with Infinite Commerce.&nbsp;The transaction was announced in June 2024.<\/strong><\/p><p>Victory Park Capital facilitated the four-way merger between&nbsp;Dragonfly, Cap Hill Brands, Moonshot Brands and Juvo Plus, resulting in a rebranded company known as Infinite Commerce. Initially, Juvo Plus, a highly accomplished product developer and marketer on the Amazon platform, merged with Cap Hill Brands, a leading e-commerce aggregator of Amazon brands. The combined company rebranded as Infinite Commerce, signaling its position as one of the world&#8217;s largest purveyors of consumer products and as a platform for consolidation. Shortly after forming Infinite Commerce, it acquired e-commerce aggregators&nbsp;Dragonfly&nbsp;and Moonshot Brands, adding significant scale and further diversity of brands across multiple channels.&nbsp;&nbsp;<\/p><p>Dragonfly&nbsp;is a leading consumer products company that specializes in acquiring and developing differentiated brands that are sold primarily on the Amazon marketplace as well as direct-to-consumer (D2C) and through wholesale distribution. Founded in 2019,&nbsp;Dragonfly&nbsp;has seventeen portfolio brands, and although brands are marketed to consumers separately, the Company utilizes a technology-enabled operating platform that streamlines sourcing, logistics, pricing, marketing, merchandising and customer service.<\/p><p>In addition to advising on the aforementioned transaction, Livingstone also advised on the sale of the following sales of individual brands owned by&nbsp;Dragonfly:<\/p><ul><li><p>Deer Society &amp; Mountain Mike&#8217;s, consumer products brands specializing in hunting-related items, sold to a private investment consortium<\/p><\/li><li><p>Megaware, consumer products brand specializing in customizable boat protection products, sold to a private investor<\/p><\/li><li><p>Liquid Performance, consumer products brand specializing in automotive performance and maintenance products, sold to a private investor<\/p><\/li><\/ul><p><em>\u201cThis transaction highlights&nbsp;our firm capabilities to combine situation-specific expertise, delivered by our Special Situations team, and industry expertise, delivered by our sector bankers,\u201d&nbsp;<\/em>said&nbsp;<a rel=\"noopener noreferrer\" href=\"https:\/\/livingstonepartners.com\/nl\/team\/joseph-greenwood\"><strong>Joe Greenwood<em>,<\/em><\/strong><\/a><strong><em>&nbsp;<\/em>Partner at Livingstone<em>.<\/em><\/strong><\/p><p><a rel=\"noopener noreferrer\" href=\"https:\/\/livingstonepartners.com\/nl\/team\/adam-green\"><strong>Adam Green<\/strong><\/a><strong>, Managing Director at Livingstone&nbsp;<\/strong>noted,&nbsp;<em>\u201cIn order to maximize value for our client, we designed a process that enabled us to be flexible and provide buyers options as to which assets or brands they would be interested in acquiring. Although&nbsp;this approach created more complexity, ultimately it was the value-maximizing approach and we were able to facilitate a seamless process for our client and the market.\u201d<\/em>&nbsp;<\/p><p><em>\u201cComing down from the COVID e-commerce ramp-up, it&#8217;s been challenging for many Amazon aggregators to find solid footing,\u201d<\/em>&nbsp;said&nbsp;<a rel=\"noopener noreferrer\" href=\"https:\/\/livingstonepartners.com\/nl\/team\/andrew-bozzelli\"><strong>Andrew&nbsp;Bozzelli<\/strong><\/a><strong>, Partner at Livingstone<\/strong>.&nbsp;<em>&#8220;We are pleased to have facilitated a transaction for&nbsp;Dragonfly&nbsp;which enables it to leverage the platform and scale of Infinite Commerce.&#8221;<\/em>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Four-Way Merger facilitated by Victory Park Capital<\/p>\n","protected":false},"featured_media":2458,"template":"","meta":{"_acf_changed":false,"footnotes":"","_links_to":"","_links_to_target":""},"client-type":[],"region":[],"sector":[],"service":[],"transaction-type":[],"class_list":["post-6154","transaction","type-transaction","status-publish","has-post-thumbnail","hentry"],"acf":{"team_members":[1042,1046,986,990],"date":"20240501","client_type":55,"type":[1086],"region":[2854],"services":[430],"sectors":[578,582],"related_transactions":"","related_testimonials":"","contacts":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Livingstone \u200bAdvises on Merger for Amazon Aggregator - Livingstone Partners<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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