E Fundamentals secures £2.5 million Series A finance round led by Downing

eCommerce insight business to aggressively accelerate product roadmap, marketing and international expansion.

LONDON, United Kingdom - E Fundamentals, the London and Edinburgh-based eCommerce analytics and insight business announced it has completed a £2.5m Series A round of financing.

Downing-managed VCTs and Downing Ventures EIS led the investment round with participation from existing E Fundamentals shareholders.

The investment brings E Fundamentals total funding since launch to £5m and will help the company aggressively develop its road map of market-leading platforms and tools which help major brand clients like Nestle, General Mills, Kerry Foods and Birds Eye grow their sales and profits in online supermarkets.

The Series A finance builds on an exceptional year for E Fundamentals which saw a rapidly growing roster of clients, key executive appointments and market momentum in the white-hot area of eCommerce performance management. International assignments in Australia, France, Germany, Spain and Italy have created market demand from major brand owners who see eCommerce via all platforms including mobile, social and voice as their no1 critical growth driver.

Downing Investment Director Richard Lewis said:

"We are delighted to work with such a committed, professional and focused management team and are excited to support E Fundamentals as they continue to tackle this real problem facing FMCG brand-owners. We believe the company is perfectly poised to help brands adapt and succeed in the growing and crucial eCommerce sector."

E Fundamentals’ CEO John Maltman said:

"Every brand owner in the world has their growth plans pinned on eCommerce. We are committed to helping our clients get a tremendous Return on Intelligence by helping them drive their share of online business faster than bricks and mortar sales. All brand owners need deep insights to get the fundamentals of eCommerce right and this Series A round allows us to further perfect our service and quickly expand into new product areas and international territories.

We’re delighted to be part of the Downing family; their long-term commitment to growing businesses made them the stand-out investor partner," said Mr Maltman. 


About E FUNDAMENTALS - ef.uk.com

E Fundamentals is a British-built, world-leading eCommerce analytics platform that delivers a Return on Intelligence. By optimising sales performance against The 8 Fundamentals framework, the company enables its wide range of international clients to generate fast and profitable growth through online retailers. The E Fundamentals service effectively up skills sales and marketing professionals for major brand owners including Nestle Purina, General Mills, Kerry Foods, Jacobs Douwe Egbert, BirdsEye, Edgewell and Quorn.

Martin Brooks
E: martin.brooks@ef.uk.com
M: +44 (0) 7979 808761


About DOWNING LLP - downing.co.uk

Downing LLP is an FCA authorised and regulated investment manager with over 30 years of experience and has raised funds from 35,000 investors. We help UK businesses grow by investing in them via our wide range of tax-efficient products. We are proud to have raised over £1.7 billion into businesses across a range of sectors, from energy, care homes, health clubs, pubs, and children's nurseries to technology, e-commerce and a satellite earth station. We currently have over £1 billion of funds under management.

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