Amicci

About Amicci

Based in São Paulo, Brazil, Amicci operates as a B2B technology platform focused on the development and management of private label brands for retailers. Founded in 2015 by Johnny Reitzfeld and Antônio Sá, the company was established to serve as a comprehensive solution for retailers looking to create their own exclusive brands. Johnny Reitzfeld serves as the CEO of the company. Co-founder Antônio Sá has a background as a former private label director at Walmart and a consultant in the field, also teaching retail and marketing at institutions like FGV, Faap, and FIA. The founders met at an industry association event, where Reitzfeld, seeking to move beyond a consulting-only role, found a partner to build a company that executes strategy from conception to sale.

Amicci's business model is centered on connecting retailers with a network of manufacturers to create private label products. The company manages the entire product lifecycle, from logo design and brand positioning to product formulation, marketing, and customer service follow-up. This ecosystem allows retailers to access a wide range of product categories and industry insights through Amicci's digital platform. For their services, Amicci is remunerated based on the sales of the products they help create. The company caters to a diverse client base, from medium-sized retailers and regional players to large corporations like Carrefour and GPA. Since its inception, Amicci has launched and managed over 5,000 SKUs across more than 150 different market categories.

The firm's platform provides retailers with a showcase of available products and category studies, enabling them to request projects, and monitor the development and performance of their private label goods. For manufacturers, the platform offers opportunities to participate in various private label projects for Amicci's clients. This technology-driven approach aims to streamline the process of launching and managing private brands. In July 2022, Amicci secured $7.52 million in a Series A funding round led by investors including DGF, ScaleUP Ventures, and Astella, which supports its continued growth and platform development.