“The website has been acquired by a consortium of South African and global entrepreneurs, all with a highly proven track record in the global marketing and online arena,” the company said in a statement.
The new shareholders include Founder Collective, a venture capital firm based in Cambridge, Massachusetts in the US and co-founded by David Frankel.
Alon Rom, former shareholder and director of restaurant delivery service, Mr Delivery, and shareholder of takealot.com, has been appointed as the new Hellopeter.com chief executive from December 1.
Rom replaces founder Peter Cheales, who recently announced his exit from the business. The rest of the Hellopeter.com team remained in place, the company said.
“We are thrilled to be backing Alon who brings a proven track record of building businesses that put the customer ahead of everything else,” Frankel said in the statement.
“This felt like a very good fit for Hellopeter.com. We have great respect for what has been achieved to date and know that Alon and team can take the company to a new level.”