Investment in fitness apparel brand LÝFT comes after additional US$26.4 million in capital.

Singapore-headquartered AnyMind Group, a company in the marketing technology, entertainment technology and HR technology spaces, has today announced the addition of a direct-to-consumer (D2C) offering with an investment in and strategic partnership with fitness apparel brand LÝFT.

LÝFT is a business owned by Edward Kato, an athlete and entrepreneur, that produces and sells branded merchandise through online commerce. Together with LÝFT, AnyMind Group will start a D2C offering for social media influencers and content creators to produce and sell their own branded merchandise. With business moves by AnyMind Group in the past year including the acquisition of influencer networks Moindy in Thailand and GROVE in Japan, joint venture with PR and talent agency SUNNY SIDE UP, and launch of the CastingAsia Creators Network and AnyStyle.Tokyo, AnyMind Group has built up a sizeable network of social media influencers and content creators across Asia.

Kosuke Sogo, CEO and co-founder of AnyMind Group said: “We are the only company to have dedicated product and service lines for marketers and influencers across 11 markets in Asia, and we will continue to find ways to provide greater value and grow both sides of the ecosystem. Through this collaboration with LÝFT, we have a prime opportunity to match our vast influencer network with a D2C offering, whilst building a future of better content and stories.” Before the company marks its fourth year of operations on April 2020, AnyMind Group has US$26.4 million in new capital from Japan Post Capital, the investment arm of Japanese post, logistics, and courier company, Japan Post Capital Co., Ltd., 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 will look to grow the direct-to-consumer offering, move into new markets including India and the Middle East, and expand the company’s offerings in digital-out-of-home advertising, currently available in Thailand through VGI AnyMind Technology, into Japan and the rest of Asia.

AnyMind Group continues to grow around our three business lines, and this new capital is justification for what we’ve achieved so far and the direction we’re going in. Ultimately, our philosophy of “Growth for Everyone” aligns us towards providing value for all sides of the ecosystems that we’re in,” said Sogo. Shimpei Higuchi, Managing Director of Japan Post Capital said: “With the diversification of consumer behavior and the digitalization 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.

Shuhei Abe, President and CEO of Sparx Group Co. Ltd. said: "The Mirai Creation Fund uses the knowledge gained from investing in many companies to support the growth and expansion of companies utilizing advanced technology. In addition, AnyMind Group’s CEO, Kosuke Sogo, who belongs to a new era of Japanese entrepreneurs, has established a strong presence in Asia with great potential. The company complements our corporate strategy to develop business in new areas in Asia and globally."

About AnyMind Group
Previously operating as AdAsia Holdings since April 2016, AnyMind Group was formed in January 2018 and operates three business lines: marketing technology, entertainment technology and HR technology. AnyMind Group aims to provide industries, businesses and professionals with a suite of solutions to enable greater growth. Headquartered in Singapore, AnyMind Group has over 650 staff from 20 nationalities, across 13 offices in 11 markets. To date, AnyMind Group has raised a total funding of US$62.3 million, from investors including (but not limited to) LINE, Mirai Creation Fund, VGI, Japan Post Capital and JAFCO Asia.
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