HiNelson

HiNelson S.r.l. is an e-commerce and retail company operating in the Italian and broader European nautical sector, positioning itself as a key supplier of boating accessories and components. Founded in 2017 by Marcello Labruna, Raffaele Dayan, and Lorenzo Zabban, the Milan-based firm aims to modernize the purchasing experience for boat owners and marine enthusiasts. Labruna, the company's CEO, leveraged his family's background in the nautical business and his own passion for digital technology to launch the venture. After identifying a gap in the market for a comprehensive B2C digital player, he pursued a Master's in E-commerce at Talent Garden, which provided the foundation to establish HiNelson.

The company's business model is centered on an omnichannel strategy that integrates a robust online platform with physical retail stores. This approach seeks to provide a seamless customer experience, allowing users to interact with products and experts both online and in-person. HiNelson launched its first physical store in Milan in 2022 and has plans to expand to nine locations by 2025. Revenue is generated through the direct sale of over 50,000 products from approximately 200 brands, with a focus on 'Made in Italy' goods. The company reported a turnover of €3.33 million in 2023. The product catalog serves both sailing and motorboat owners and includes a dedicated section for sport fishing, which was added after discovering that a significant portion of their customers engage in the activity.

HiNelson's platform serves a diverse clientele, from new enthusiasts to experienced boat owners. Beyond commerce, the company cultivates a community through the "HiNelson Academy," an e-learning platform featuring articles and videos on boating and sport fishing, which helps to engage and retain its user base of over 60,000. The firm has successfully secured approximately $7.27 million in total funding through multiple rounds, including angel investments, later-stage venture capital, and several equity crowdfunding campaigns. These funds are allocated towards enhancing technology, expanding the product catalog, and driving its omnichannel expansion across Europe.

Keywords: nautical accessories, boat components, e-commerce, omnichannel retail, marine equipment, boating supplies, sport fishing gear, Italian boating market, sailing equipment, motorboat parts, online boat store, Marcello Labruna, HiNelson Academy, yacht supplies, boat maintenance, marine hardware, deck equipment, boat safety products, nautical lifestyle, European marine retail