Online direct-sell ski specialist Heidi has raised £5.6 million in a funding round led by Mercia Ventures with participation from Active Partners and private investors.
The direct-sell website enables customers to choose from more than 6,000 accommodation options in 400-plus resorts.
Customers can also book group holidays that allow members to fly from different locations, and extras such as lift passes and ski hire.
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The funding will enable the Bristol-based company to enhance its platform, expand its customer service teams and create more than 20 jobs in the year ahead.
Heidi was founded in 2018 by brothers Marcus and Alexander Blunt (pictured), keen skiers who had both spent a decade working in the travel industry.
The business, which currently employs 44 staff reported its revenue has grown from £8.8 million in the year to April 2022 to £37 million in 2024. It carried more than 34,000 passengers in the most recent season.
As part of the deal, Mercia has introduced Sarah Doyle as chair, along with Miles Hill and Michael Rivis – the former chief executive and chief technology officer of Sykes Cottages – as non-executive directors.
Marcus Blunt, chief executive of Heidi, said: “Having launched the company with limited investment and built it to its current size, we are now preparing all set to take it to the next level.
“Our aim is to more than double in size in the next few years and become one of the top two ski travel operators.”
The Mercia Ventures team included Jan Oosthuizen and Adam Watts.
Oosthuizen said: “Heidi offers a unique proposition that appeals to both the package holiday customers, who can benefit from greater flexibility, and independent travellers who can book everything in one place.
“This investment will enable the team to pursue their ambitious growth plans and gain further market share.”
Billy Fox, Early-stage Investor at Active Partners, added: “With its unique approach to ski holiday bookings and in-house technology, Marcus and Alexander have found product-market fit in a large, poorly served market.
“Their impressive growth to date demonstrates Heidi’s ability to delight consumers with its truly flexible, best-in-class service and we’re excited to partner with them to reach many more mountain lovers in the UK and beyond.”