SuperOrdinary, which helps brands like Drunk Elephant, The Ordinary and Super Goop enter new markets or platforms, has invested $25 million in Bangkok-based Crea, the companies announced Nov. 17, in what is being widely seen as a bid by the former to increase its reach in the lucrative Southeast Asia region.

Crea manages brands’ operations both offline and online and aims to help businesses leverage stock across physical and digital channels. Its brand partners include Kiehl’s, Lancome and The North Face. To this point, SuperOrdinary has focussed mainly on bringing brands to Amazon and the Chinese market.

The deal will see the two companies form a cross-border platform network and expand both firms’ portfolios to grow into new markets. Crea aims to continue expanding across Southeast Asia, where it plans on launching in Vietnam, Indonesia and the Philippines in the near future.

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