Jessica Goodfellow
Mar 5, 2020

AnyMind creates influencer DTC offering

The tech company also intends to use a fresh capital injection to expand its digital-out-of-home offering beyond Thailand.

Left to right: Kosuke Sogo, CEO and cofounder, AnyMind Group and Edward Kato, founder, Lyft
Left to right: Kosuke Sogo, CEO and cofounder, AnyMind Group and Edward Kato, founder, Lyft

AnyMind Group has developed a direct-to-consumer offering for social media influencers and content creators, that will allow them to produce and sell their own branded merchandise.

The Singapore-headquartered tech company, which has an influencer marketing division called CastingAsia, has created the DTC offering in partnership with fitness apparel brand Lyft (not to be confused with the ride-sharing company), which it has invested in. Created by athlete and entrepreneur Edward Kato, Lyft is a line of fitness wear that is sold on its own ecommerce site.

"Through this collaboration with Lyft we have a prime opportunity to match our vast influencer network with a D2C offering, whilst building a future of better content and stories," said Kosuke Sogo, CEO and co-founder of AnyMind Group.

Anymind also owns influencer networks Moindy in Thailand and Grove in Japan, and has a joint venture with PR and talent agency Sunny Side Up. Its CastingAsia division was featured in Campaign Asia-Pacific's infographic guide to APAC influencer marketing platforms, released this week.

AnyMind Group has just raised US$26.4 million in new capital from Japan Post Capital. This brings the total raised capital to US$62.3 million, from investors including Line and Mirai Creation Fund.

The direct-to-consumer offering comes after AnyMind Group has just raised US$26.4 million in new capital from Japan Post Capital. This brings the total raised capital to US$62.3 million, from investors including Line and Mirai Creation Fund. 

With this new capital, the group is also planning to launch 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.

Related article:

How influencer networks are commoditising KOLs in Asia

Why are there so many influencer marketing platforms popping up in Asia, and where are they heading?
 

 

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