Singapore-based software company AnyMind Group has partnered with fitness apparel brand LÝFT to start a direct-to-consumer (D2C) offering. LÝFT is a business owned by Edward Kato, an athlete and entrepreneur, which produces and sells branded merchandise through online commerce. Both parties aim to kickstart a D2C offering for social media influencers and content creators to produce and sell their own branded merchandise.
Kosuke Sogo, CEO and co-founder of AnyMind Group said through this collaboration with LÝFT, the company has an opportunity to match its vast influencer network with a D2C offering, whilst building a future of better content and stories.
This comes in line with the company bagging US$26.4 million in new capital from Japan Post Capital, along with existing investors including Mirai Creation Fund and more. This brings the total raised capital to US$62.3 million.
With this new capital, AnyMind Group aims to look into growing the D2C offering, move into new markets including India and the Middle East, and expand the company’s offerings in digital-out-of-home advertising. The digital-out-of-home advertising is currently available in Thailand through VGI AnyMind Technology, into Japan and the rest of Asia.
Shimpei Higuchi, managing director of Japan Post Capital said with the diversification of consumer behavior and the digitalisation of touchpoints between companies and customers, digital marketing is an area that is expanding and becoming more advanced.
“In addition, Asia as a whole still holds great potential in terms of size, economic growth and a growing middle-class, and AnyMind Group is well-placed in this market. With a young, vibrant and powerful management team at AnyMind Group, I look forward to new business development and further growth not only in Asia but globally,” he added.
AnyMind Group has recently built up a sizeable network of social media influencers and content creators across Asia. Earlier this year, AnyMind Group acquired Japanese influencer network, Grove, owned by Space Shower Network. As part of the agreement, AnyMind Group will acquire 51% ownership of the network, and sees 150 exclusive creators and 750 registered creators join AnyMind Group's influencer marketing platform, the CastingAsia Creators Network.
AnyMind Group has also acquired influencer networks Moindy in Thailand, as well as a joint venture with PR and talent agency SUNNY SIDE UP.