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under the new name MOXY. The company's decision to consolidate their e-commerce verticals under one brand was based on their large female customer base, the growing female economy and focus on creating a strong brand. In a series of moves to expand regionally, Jérémy Fichet, the former co-founder and
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for $ 550 million on
November 8, 2010. Petloft was the first company built by WhatsNew co-founders Harprem Doowa and Sarah Huang, who are no longer with the company and have their new business. The company later built Venbi and Lafema to serve their growing female customer base and acquired Sanoga
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MOXY Indonesia is
Southeast Asia's first business-to-consumer women-focused e-commerce platform. The online destination offers products catered specifically to the country's female demographic and totes the tagline, "Have it all". To service the unique e-commerce infrastructure in Southeast Asia,
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On
February 24, 2016, MoxyBilna announced $ 15 million in funding from Facebook Inc. co-founder Eduardo Saverin, Sinar Mas Group, Shanghai-based Gobi Partners Inc., Velos Partners and Ardent Capital LLC. The company has begun their transition to the name Orami in order to unify their brand
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within a year. In
December 2014, WhatsNew Group acquired ilovemoxy, an online lifestyle shop started by Shannon Kalayanamitr, a serial entrepreneur based in Bangkok who later joined WhatsNew Group as their Chief Marketing Officer.
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based e-commerce company that is parent to multiple e-commerce brands which includes
Petloft (pet care), Venbi (mom & baby), Sanoga (health), Lafema (beauty) and MOXY (women's fashion). The company leverages technology and the
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easier for people in
Southeast Asia. Headquartered in Bangkok, WhatsNew Group sells both international and local brands under each e-commerce vertical. It is one of the portfolio companies of Ardent Capital, a
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based in
Thailand. As of January 2016, the company merged with Bilna, Indonesia's e-commerce platform for mothers and announced a regional rebrand to the name Orami.
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The company was seed funded by Ardent
Capital in early 2013 and was modelled after Quidsi, Inc. in the US following its acquisition by
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Kartiwi, Mira (2006). "Case
Studies of E-commerce Adoption in Indonesian SMEs: The Evaluation of Strategic Use".
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The company was reported by Tech in Asia as a Thai startup launching to compete directly against
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346:"New e-commerce portal has the Moxy to take aim directly at Indonesian female shoppers"
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295:"With Ensogo founders' backing, Thai startup WhatsNew aims to outdo Rocket Internet"
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443:"Facebook's Ousted Co-founder Is Trying to Become the Marc Andreessen of Asia"
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243:"12 women entrepreneurs who smashed the glass ceiling in Southeast Asia"
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WhatsNew Group announced mid-2015 that they would be expanding to
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regionally. The rebrand will be complete by Q3 of 2016.
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269:"Ardent Capital-backed WhatsNew Group acquires MOXY"
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321:"Southeast Asia E-Commerce Set to Boom"
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441:Kosoff, Maya (24 February 2016).
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325:Wall Street Journal
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