Una Brands
Una Brands acquires and operates e-commerce brands in Asia, with a portfolio including Singapore's top ergonomic furniture brand ErgoTune. The Singapore-based company has raised $115M, including a Series C in February 2023, and employs 80 people.
The growth story
Una Brands grew from 1 to 80 employees between 2020 and 2026, raising $115M along the way, most recently a Series C in February 2023.
About
Una Brands buys and scales online consumer brands, focusing on cross-border e-commerce between China and Southeast Asia. Their portfolio includes wellness products like ergonomic chairs sold under the ErgoTune brand.
The company has grown rapidly since its 2020 founding, reaching an $115M total funding milestone within three years. Its Series C round suggests continued investor confidence in its multi-brand e-commerce model.
Founders and leadership
Marketing is the largest function with 15 employees, indicating a focus on brand growth. The leadership team spans Singapore, China and Indonesia, reflecting its regional e-commerce operations.
The Una Brands org chart
Cho Weihao (Chief Executive Officer) leads 24 mapped leaders with 4 direct reports. Click +N to expand a team; names link to the person’s public profile.
Departments, and which ones grew
Headcount by function: Marketing 21 (-19% YoY), Operations 9 (-25% YoY), Arts and Design 8 (-20% YoY), Education 7 (0% YoY), Business Development 5 (-29% YoY), Sales 3 (-50% YoY).
Talent flow
Employees typically stay for 3 years before moving on. Top talent sources include major e-commerce platforms Shopee and Lazada, plus consulting firms like PwC and BCG. Alumni frequently join TikTok, Shopee and Google.
Most common previous employers of Una Brands staff: Shopee (3), Lazada (3), RPG Commerce (3), PwC Singapore (3), Boston Consulting Group (BCG) (2), Accenture (2). Former Una Brands employees most often moved to Facetology (5), Oneteam (4), TikTok (4), Shopee (3), Google (3), Meta (2).
Alumni worth knowing
The Una Brands mafia
Una alumni have founded 9 companies including Earlywork (59 staff) and Elyos AI (37 staff). Oneteam, with 12 employees, was started by two former Una employees.
10Jono Herman, was Senior Sales Associate until 2022Adrian Johnston, was Co-Founder and CCO until 2023Luke Ong 王健帆, was Founding Team until 2023Kiren Tanna, was Co-founder & CEO until 2025Kevin Boo, was Director, Corporate Development until 2023Matthew Pay, was Director until 2024
Pedro L Vianna, was VP Brand Management until 2024
Rheea Mukherjee, was Senior Content Manager until 2023
eylia e, was Head of Content & Creative - DTC APAC until 2024Web traffic
Traffic mix: 0% direct, 0% search, 0% social, 0% paid.
What this company is made of
Most common skills at Una Brands: Microsoft Excel (25), E-Commerce (23), Social Media (20), Microsoft Office (20), Communication (18), Digital Marketing (18), Microsoft PowerPoint (17), Marketing Strategy (17).
Where the team actually sits
Una Brands people are concentrated in Singapore (15), Jakarta, Indonesia (7), Selangor, Malaysia (7), Federal Territory of Kuala Lumpur, Malaysia (5). 6 offices on record.
Search footprint
Una Brands attracts about 15 organic search visits a month, traffic worth roughly $0K a month if bought through ads. It gained 5 ranking keywords and lost 10 in the last period.
What employees say
- Compensation
- 3.30 / 5
- Career opportunities
- 3.20 / 5
- Senior management
- 3.10 / 5
- Work-life balance
- 3.80 / 5
Frequently asked
Una Brands has 80 employees as of September 2026.
Una Brands has raised $115M in total, most recently a Series C round in February 2023.
Una Brands was founded in 2020 by Tobias Heusch.
Cho Weihao (Chief Executive Officer) sits at the top of Una Brands's reporting structure, with 4 direct reports.
The most common previous employers of current Una Brands staff are Shopee (3 people), Lazada (3 people), RPG Commerce (3 people).
Former Una Brands employees most often move to Facetology (5), Oneteam (4), TikTok (4).
At least 9 companies have a founder who previously worked at Una Brands, including Earlywork, Elyos AI, GetSolar.
Una Brands attracts about 15 organic search visits a month, worth roughly $0K a month in equivalent ad spend.
The most common skills among Una Brands staff are Microsoft Excel, E-Commerce, Social Media, Microsoft Office, Communication.
Una Brands staff are concentrated in Singapore (15), Jakarta, Indonesia (7), Selangor, Malaysia (7).
Una Brands has about 21 people in Marketing, down 19% over the past year, as of September 2026.
Una Brands has about 9 people in Operations, down 25% over the past year, as of September 2026.
Computed from 49 current and 289 former Una Brands profiles, as of September 2026. Source: Crustdata.
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