Ride-on suitcase brand, Trunki is acquired

Digital consumer brand platform, Heroes has acquired children’s travel brand, Trunki.

Co-founded by three brothers during the pandemic – Alessio, Riccardo and Giancarlo Bruni – Heroes’ aim is to build a next generation consumer brands platform with a core focus in baby, juvenile and maternity brands. In just over two years, Heroes has grown to over 35 brands and 120 employees spread across offices in London, Barcelona, Madrid and Boulder.

Heroes will now support the further growth of Trunki, which has been trading for 16 years, sold over five million suitcases and grew sales by 68%.

“We are extremely excited for Trunki and the team to join the Heroes family and embark on the next journey together,” commented Heroes co-founders, Alessio and Riccardo Bruni. “The acquisition will further strengthen our core focus in the baby and

Azaria reveals insight into family life

Specialist marketing agency, Azaria has revealed its 2023 Family Report sharing insights into UK family life. Over 2,000 parents were surveyed across the UK in January 2023 via market research specialist Mumsviews. Key findings at a glance include 69% saying that the cost of living is negatively affecting their everyday life and that half are still feeling some post-pandemic anxiety children category and gives us further expansion into retails and worldwide distribution.”

Rob Law, founder and ceo at Trunki, continued: "It became apparent after the first few discussions that Heroes was the right buyer for Trunki. Heroes believed in our vertically integrated UK manufacturing supply chain and shared our vision for future product development, while having the infrastructure to grow our US business.

“Trunki has been around for over 16 years, since my £100k pitch was rejected on Dragons Den in 2006; I went on to secure a £3.9m investment from the Business Growth Fund (BGF) in 2013, now in 2023 we have sold to Heroes and couldn’t be more excited for the next step in our journey.”

Left: Having been around for over 16 years, the team at Trunki is now looking forward to the next chapter with Heroes.

(although 58% don’t believe it’s affecting their children any more).

In addition, 46% think that supermarkets no longer offer the best value for money and 65% spent less on Christmas this past year. Almost half say that climate change concerns affect their purchasing decisions.

However, looking at opportunities for brands, 22% spend five to six hours per week browsing products when pregnant and six out of 10 respondents value brands with a higher purpose. In addition, 63% turn to social media for parenting tips and advice, while 61% like brands to contact them via email and 39% via social media.

“As we enter into an era of more conscious living, there are opportunities for brands with a high purpose to connect and engage with their end customer like never before,” commented Amber Steventon, md at Azaria.

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