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SuperOrdinaryCo
SuperOrdinaryCo was founded by Julian Reis as a brand-building ecosystem and accelerator purpose-built to shepherd US and European consumer brands into...
SuperOrdinaryCo
SuperOrdinaryCo was founded by Julian Reis as a brand-building ecosystem and accelerator purpose-built to shepherd US and European consumer brands into the Chinese market. Reis established the firm after recognizing the gulf between Western brand owners and the algorithmic, livestream-driven reality of Alibaba's Tmall and Douyin — a gap that traditional distributors consistently failed to bridge. The firm operates a hybrid model that combines principal investing with deep operational partnership. It typically acquires a significant economic interest in growth-stage beauty, wellness, and personal-care brands, then deploys its internal teams to manage storefronts, key opinion leader (KOL) relationships, and cross-border logistics on platforms including Tmall Global, JD Worldwide, and TikTok Shop. The portfolio has prominently included Drunk Elephant, Olaplex, The Ordinary, Farmacy, Supergoop, and Moon Juice, many of which SuperOrdinaryCo helped establish as category leaders among Chinese consumers through live-streaming campaigns and localized digital content. Headquartered in Barcelona, SuperOrdinaryCo maintains operations across the US and key Asian distribution hubs. Julian Reis leads the firm as CEO, shaping a team drawn from e-commerce, supply chain, and influencer marketing. The firm also functions as a launchpad for brands through its own in-house content studio and analytics capabilities, effectively removing the principal-agent friction that plagues traditional distribution agreements. In October 2022, SuperOrdinaryCo closed a $58 million Series B funding round led by Manzanita Capital, Puig, and Vanterra Capital, signaling institutional conviction in the cross-border consumer-growth model (per Business of Fashion, October 2022). Where standard firms write a check, SuperOrdinaryCo writes the go-to-market playbook. Its structural differentiator is the collapse of investment, distribution, and creative agency into a single aligned entity. Portfolio brands access a shared asset stack — local warehouses, platform relationships, a network of thousands of KOLs, and real-time performance-marketing teams — that would take years to replicate independently, making the firm a turnkey gateway into the world's second-largest consumer economy.
General information
Firm type
Asset Manager
Year founded
—
AUM
Undisclosed
Location
Region
Europe
Country
Spain
City
Barcelona
Corporate office
Barcelona, Spain
Principals
Julian Reis
Founder & CEO
Sector focus
Frequently asked questions
Who runs investment and partnership decisions at SuperOrdinaryCo?
Julian Reis founded SuperOrdinaryCo and serves as its CEO. He leads the firm's strategy across capital deployment, brand partnerships, and Asian market operations. The firm has not publicly disclosed an investment committee structure beyond Reis's executive leadership, though strategic backing from investors like Puig and Manzanita Capital suggests institutional input on major capital-allocation decisions.
How is SuperOrdinaryCo's brand-acceleration model different from a conventional distributor or agency?
The firm takes a direct economic interest in brand outcomes — often as a substantial revenue-share partner or minority investor — rather than operating on standard distribution margins. It provides fully staffed, in-house platform management, creative production, and KOL sourcing, effectively acting as the brand's China team. This alignment erases the split between the investor lobbying for growth and the service provider billing by the hour.
Does SuperOrdinaryCo invest in the brands it works with, or only operate their China storefronts?
SuperOrdinaryCo deploys its own balance sheet and structured economic interests into growth-stage consumer brands, most prominently in the beauty, personal care, and wellness sectors. The firm's model fuses investment capital with operational execution, meaning that while some relationships begin as pure service mandates, the target model involves meaningful financial alignment with the brands it scales.
Which Chinese e-commerce platforms does SuperOrdinaryCo operate on for its partner brands?
The firm manages brand storefronts and live-streaming operations primarily on Alibaba's Tmall Global, JD Worldwide, and Douyin (TikTok's Chinese counterpart). It also builds presence across RED (Xiaohongshu) for community-driven discovery and KOL seeding campaigns. This omnichannel platform expertise is a core part of the value it delivers to Western brand owners unaccustomed to China's algorithmic retail ecosystems.
What is SuperOrdinaryCo's known posture on taking equity stakes versus revenue-share structures?
SuperOrdinaryCo has not published a standardized term-sheet template, but public fundraises and portfolio descriptions suggest the firm uses a mix of direct equity investments, convertible instruments, and significant revenue-sharing agreements. The Series B raise in 2022, supported by Manzanita Capital and Puig, provided dedicated capital for brand acquisitions and deeper equity commitments, signaling flexibility in structure depending on the brand's stage and strategic needs.
Profile maintained by Altss using OSINT (open-source intelligence), regulatory filings, licensed data partners, and verified direct submissions. Read the methodology. Last updated: . Continuous refresh with full update cycles at least every 30 days.
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