Braintree, MA — Green Rabbit Holdings, Inc., an ecommerce cold chain logistics provider, has sold its domain name asset candy.com for an undisclosed price to an unnamed buyer. The company says it will use the funding to continue to scale its development and broaden its position as a cold chain logistics provider for safe, fast and sustainable fulfillment and delivery of perishable goods and grocery.
Founded in 2009 as candy.com, a direct-to-consumer supplier of wholesale and bulk candy, the company developed an internal fulfillment and logistics platform to solve challenges facing the candy industry. In 2017, to better reflect its growing B2B direction, the company changed its platform to Green Rabbit. In 2019, as the fulfillment business became more successful, Green Rabbit partnered with private equity firm Guidepost Growth Equity to accelerate growth.
Candy.com was instrumental to the success of GreenRabbit, the company says. Greg Balestrieri, CEO of Green Rabbit, says: “Candy.com is a major reason why we are where we are today. We acquired the domain in 2009 and it was worth every penny and more, creating exponential value for us. As our Green Rabbit business expanded and became our priority, it was time to leverage the candy.com domain’s value, and put it in the hands of a non-competitive acquirer that would get the same brand value from the domain name that we did.”