Benitago Group, an e-commerce aggregator that acquires and operates brands on Amazon, laid off 14% of its staff in early November 2022. The company, which had raised $380 million in equity and debt financing the previous year, confirmed the workforce reduction was primarily in its mergers & acquisitions and talent acquisition departments. This decision followed a strategic shift back toward brand incubation and operations, a move co-founder Benedict Dohmen described as a return to the company's roots. The layoffs were attributed to underestimating the impact of an e-commerce market downtrend and rising pressure for profitability, reflecting broader cooling in the once-hot aggregator sector.
