What happens when one of the most iconic brand-building agencies in the world spins out its own venture capital business?
In this episode, I sit down with Daniel Faierman, Partner at Habitat Partners, the venture firm incubated out of Red Antler, the brand and creative powerhouse behind breakout names like Allbirds, Hims, and Casper.
We talk about how Habitat approaches investing at the intersection of brand, behavior, and capital, what they’ve learned from years of shaping cultural category leaders, and why today’s best early-stage consumer bets often blur the line between product and narrative.
Key topics we cover:
How Red Antler’s DNA shaped Habitat’s investment philosophy
The shift from brand-led to insight-led investing
What early signals make a founder or concept stand out in 2025
Why “brand is distribution” is no longer just a slogan, it’s a moat
Where the next wave of breakout consumer companies will come from
🎧 Tune in for a masterclass on how brand-first investing is evolving for the next decade.
Kevin Lee, co-founder of Immi, joins In The Money to talk about how he and his co-founder took one of the world’s most iconic comfort foods, instant ramen, and rebuilt it for modern consumers.
From tech to CPG, Kevin shares what surprised him about running a food brand, how Immi evolved from “healthy ramen” to a taste-first protein brand, and what he’s learned about navigating product innovation, retail expansion, and celebrity partnerships.
We go deep on:
How Immi pivoted its brand identity to feel authentic and founder-led
Why food brands must “live long enough to catch a trend”
What most founders misunderstand about food margins and channel mix
How Immi raised from top VCs and landed investors like Naomi Osaka and Usher
Why diversification beyond China was their biggest operational win
If you’re building in food, CPG, or modern consumer goods, this episode is a masterclass in brand building, discipline, and timing.
In this episode of In The Money, we sit down with Ben Perkins, Founder of &Collar, the fast-growing direct-to-consumer menswear brand known for reinventing the classic white dress shirt.Ben shares how &Collar went from being overlevered and on the brink, with $10M in revenue and $2M in debt, to becoming a profitable, eight-figure business growing double digits year-over-year. He talks candidly about:- The painful lessons of taking expensive MCA debt and refinancing through an SBA-backed bank loan- How he drove accountability by assigning every employee a personal P&L- The discipline of cutting Meta spend by 35% and still growing revenue- Unlocking new growth through wholesale and Amazon while holding the DTC line- Building a “rule of 40” business, growth plus profit, instead of chasing unicorn outcomes- The art of focusing on your “white shirt” equivalent and scaling the product that truly drives profitBen’s story is a masterclass in turning around a consumer brand, from financial literacy to capital discipline to smart channel expansion. If you run a $5–25M consumer brand and are looking to build something durable and profitable, this one’s for you.
In this episode, I sit down with Alex Yancher, Co-founder and CEO of Passport Global, the logistics platform powering cross-border commerce for some of the world’s fastest-growing brands.Alex breaks down the new rules of international eCommerce as the U.S. ends the de minimis exemption and tariffs rise globally. He explains how brands can turn geopolitical risk into strategic advantage through localized operations, better contribution modeling, and thoughtful channel expansion.You’ll learn:🌎 What the end of the de minimis exemption means for global DTC brands📦 Why U.S. brands must rethink fulfillment, tariffs, and landed cost modeling📊 The “laddering” framework to scale from 1% to 30% of sales internationally💰 How to think about P&L resilience and contribution margin in a volatile trade worldWhether you’re a founder, operator, or investor, this episode is a masterclass in navigating global eCommerce in 2025.
In this episode, I sit down with Cam Mehr, Founder of Vital Plus, one of the fastest-scaling wellness hardware brands redefining the cold plunge category.Cam shares how he built an eight-figure eCommerce business with no outside capital and a lean team, proving that focus, efficiency, and operational discipline can beat headcount and hype.We cover:⚙️ How to run an ultra-lean DTC company that punches above its weight📊 Why reporting is a low-value task and what to do instead💡 How deep founder-level understanding of every function creates “alpha” in operations📈 The mechanics behind scaling cold plunge products globally, across four regions🌏 What Australian founders get right about entering the U.S. market🤖 How AI literacy is now a must-have in every new hireCam also explains his philosophy of “engineering the P&L,” reinvesting every operational efficiency back into growth and why staying small and obsessed with your category can be a superpower in consumer wellness.
Brian Berger, Founder and CEO of Mack Weldon, joins the podcast to share the story of building one of the most recognized DTC menswear brands.In this episode, Brian dives into:- The early days of Mack Weldon and the insight that sparked its launch.- How the brand evolved from basics into a full men’s lifestyle platform.- The shift from DTC performance marketing arbitrage to brand storytelling and omnichannel expansion.- What it takes to scale profitably in today’s environment and the mistakes to avoid.- How consumer preferences have changed since the early DTC boom.- The biggest wins and challenges he’s seen while steering Mack Weldon through a decade of growth.If you’re interested in DTC strategy, omnichannel retail, and the future of consumer brands, this episode is packed with lessons from one of the most seasoned operators in the space.
In this episode, I sit down with Jay Wright, Founder of Ecommerce Equation, to talk about scaling eCommerce brands in today’s environment. Jay shares insights from managing over half a billion dollars in annual ad spend and coaching thousands of brands.We dive into:- Why Meta’s evolving AI-driven ad platform is still the #1 channel for growth.- How creative and avatar diversification have become the new levers for scale.- Lessons from brands that went from mid-seven figures to nine-figure exits.- Why ads only solve “ad problems”, and the bigger challenges often lie in conversion, unit economics, cashflow, and infrastructure.- How Ecommerce Equation helps brands break through plateaus with clear playbooks and financial discipline.Jay also shares benchmarks from his community, including how 266 brands hit their first six-figure months and how the average member achieved 8 weeks’ worth of revenue in just one Black Friday weekend.
In this episode, I sit down with Caroline Weintraub of True Beauty Ventures, one of the most respected specialist investors in the beauty and wellness space. Caroline breaks down what she and her team look for when evaluating early-stage brands; from their “Five P’s” framework (Positioning, Product, People, Performance, Partnership) to the importance of strong omni-channel distribution and true differentiation in crowded categories.We dive into:- What milestones matter most before raising capital (2–5M revenue, Sephora/Ulta placement, retention & margins).- Why patented tech and expert-led brands (like K18 and Dew) are standing out.- How TBV’s portfolio flywheel creates advantages in retail, data, and partnerships.- Caroline’s perspective on the tight fundraising environment, and why bootstrapping early can lead to better outcomes for founders.- The convergence of beauty and wellness and where she sees opportunity next.- Why affiliate marketing is outperforming traditional influencer campaigns today.If you’re a founder in beauty, wellness, or consumer, this conversation is packed with practical insights on fundraising, positioning, and scaling with the right partners.
In this episode, I sit down with Justin Seidenfeld, Co-founder and CEO of Canopy, the beauty-meets-wellness hardware brand redefining humidifiers, shower filters, and home rituals.Justin shares his unique journey from agency operator at Doris Dev, where he worked with breakout brands like Magic Spoon and Pattern, to going all in on Canopy. We cover:- Lessons from his early career at Quirky and Gravity, and why many high-growth consumer startups don’t make it to the big exit- Why Canopy was incubated inside Doris Dev and the aha moment that reframed humidifiers from “sick-day appliances” to skin-health beauty devices- The importance of capital efficiency, and how raising only angel/strategic funding (not big institutional rounds) shaped Canopy’s DNA- How the brand is navigating omnichannel growth with Sephora, Target, and DTC, plus the hidden complexity of driving sell-through at retail- The role of product innovation in expanding the platform into shower heads, tub filters, and aroma diffusion- What Justin believes founders often get wrong about product innovation and how to build holistically for long-term defensibility- His biggest wins of the past 12 months, and why the next phase of growth is all about retail expansion + new products
In this episode, I sit down with Andrew Kitirattragarn, Founder of Dang Foods and now a restructuring expert at Sherwood Partners. Andrew’s story is a rare one: he built a beloved, nationally distributed snack brand that raised over $12M in venture funding, scaled into thousands of retail doors - and ultimately didn’t deliver the big exit he had hoped for.We dive deep into:The rise and fall of Dang Foods, and the hard lessons learned from scaling a CPG brandWhy raising venture capital can sometimes push founders into unsustainable growth pathsThe emotional and financial realities of winding down a consumer businessHow those experiences led Andrew to Sherwood Partners, where he now helps distressed brands restructure or find new paths forwardThe warning signs founders should watch for in their own businesses, and what to do before it’s too lateThis conversation is equal parts founder therapy and hard-nosed playbook for surviving in consumer. If you’re building a DTC or CPG brand, you won’t want to miss Andrew’s candid perspective.
In this episode, I sit down with Mollye Santulli, Investor at Springdale Ventures, an early-stage VC firm focused on backing the next generation of consumer brands. Springdale reviews nearly 1,000 deals a year and invests in just 5–10, making Mollye’s perspective invaluable for founders navigating the fundraising landscape.We cover:- How Springdale filters opportunities, from first pitch deck to investment decision- The founder traits and proof points that matter most at the seed stage- Why community, repeat behavior, and authentic brand love are crucial signals for investors- What separates brands that make it from Seed to Series A in today’s tighter capital environment- The role of celebrity/influencer-led brands and retail-first launches- Consumer trends Mollye is most excited about, including Gen Z entering parenthood and the rise of superfan-driven brand communities- Her advice for founders: focus on capital efficiency, know your levers, and choose your investors as carefully as they choose youIf you’re a consumer brand founder or operator, this conversation is packed with tactical insights on what VCs really look for and how to scale in 2025.
In this episode, Brad Plock of WRK Marketing shares the frameworks and playbooks he uses to help brands get unstuck and scale sustainably.
We talk about:
Why a “good” ROAS in 2025 depends on margins, contribution dollars, and payback windowsHow to diagnose a mid-seven-figure brand that’s plateaued, from MER vs. CAC splits to repeat revenue drivers
Creative frameworks that actually move the needle like persona-led landers and raw UGC review ads
The surprising power of retention campaigns on Meta to double repeat revenue
Where AI adds leverage in ad creative, landing page congruency, and ops; and where humans still matter most
Real-world examples: growing an internal brand from $0 to $1.5M in six months, and helping clients leap from $150K to $700K/month
If you’re operating a DTC or CPG brand, this episode is packed with practical tactics, financial discipline, and a few hard truths about what really works in eCommerce today.
Allie Egan, founder and CEO of Veracity, is rethinking what the future of consumer health looks like.
In this episode, we dive into:
Why Veracity pivoted from at-home hormone testing to building its hero product, Metabolism Ignite, and what that shift taught Allie about consumer adoption in health
How she sees the “fashionization of supplements”, making wellness products not just about function, but also about identity, design, and cultural resonance
Why Allie believes the future of health is “deprescriptionization”, helping people reduce long-term dependence on medication
The evolving weight management landscape in the age of GLP-1s and where Veracity fits in
Her advice for founders building brands at the intersection of science, trust, and consumer demand
If you’re curious about how consumer health is being reshaped by science, design, and shifting behaviors, this episode is for you.
Josh Williams is the co-founder and CEO of Very Great, the company behind design-led consumer brands like W&P, Wild One, and Courant. In this episode, we dive into how Josh has built and scaled a portfolio of category-defining brands without chasing unsustainable growth. He shares the Very Great playbook for identifying white space, building timeless products, and staying disciplined in an era of hype-driven consumer brands.We cover:How Very Great balances creativity with operational disciplineThe decision-making process for launching or acquiring brandsWhy category focus and design DNA are at the core of their strategyLessons from scaling brands in different price points and retail channelsJosh’s outlook on consumer product innovation in 2025Whether you’re a founder, investor, or brand builder, this conversation is packed with insights on building enduring consumer brands in a fast-changing market.
In this episode, I chat with Josh Armstrong, Founder of We The Wild, the plant care brand taking root across Target, independent retail, across both the US and Australia.Josh shares how the company built a product moat around living microbes, why he believes in mental availability over marketing hacks, and what he’s learned scaling from zero to a high-growth, omni-channel brand.We cover:How getting kicked out of Home Depot for customer research led to real product-market fitWhy distinctiveness, not virality, drives brand equityThe surprising complexity of eCommerce vs. retailHow merchandising and education became a growth engineThe discipline it takes to grow profitably in CPGThis is a candid look at what it takes to build something meaningful and defensible in consumer goods.
What happens when you actually listen to 1,000+ customers before scaling a brand?In this episode, Black Wolf Co-Founder Sam Lewkowict shares how he turned direct customer insight into one of the most operationally disciplined and product-focused men’s grooming brands in the space.We cover:- Why better product, not better marketing, is the CPG moat- The real reason they launched grooming devices (and what didn’t work)- How DTC, Amazon, and retail actually work together- Why sending emails that link to Amazon isn’t crazy (it’s smart)- What AI will change for CPG operators, and what it won’tSam is sharp, honest, and refreshingly clear on what it takes to build a sustainable brand in 2025.🎧 If you care about margin, distribution, and product-first growth don’t miss this one.
In this episode, I sit down with Hudson Davis-Ross, co-founder of Plant People, to unpack how the brand went from a COVID-era collapse to one of the fastest-growing wellness companies in the mushroom supplement space.
We talk about:
How SKU rationalization and focus on one breakout product (WonderDay mushroom gummies) sparked a turnaround
Why mushroom-based wellness is set to go mainstream—unlike CBD
The omni-channel strategy driving growth across Whole Foods, Amazon, and DTC
How they’re balancing science, branding, and accessibility to win both power users and casual wellness consumers
Hudson shares hard-won lessons on capital efficiency, channel strategy, and how to build a durable wellness brand without chasing hype. If you’re building in CPG or wellness, this one’s a must-listen.
Chris Wichert, co-founder of Koio, joins the show to share the full story behind Koio’s transformation — from overextended DTC brand to lean, focused luxury business.
In this episode, we cover:
🧵 How Koio doubled down on Made-in-Italy quality (despite pressure to offshore)
📉 Why they slashed SKUs and shut stores to regain margin and focus
🤝 The economics behind their Rose Anvil and La Marzocco collabs
📦 How Koio restructured its team and marketing to run lean and profitable
👟 What they're launching next — and how they’re staying disciplined on growth
If you're navigating a reset or exploring what brand longevity really looks like in 2025, this one’s for you.
What if you built a breakout apparel brand without relying on Meta ads?
Connor Hitchcock did just that with Homefield, a cult-loved collegiate brand now licensed with over 200 schools and doing 8-figures in revenue.
In this episode, we dig into:
- Why only 5% of their revenue goes to Meta and how word-of-mouth does the rest
- How recreating tailgates in college bars became their marketing moat
- The surprising ROI of selling $220 bundle boxes (yes, they crushed)
- What licensing economics really look like in college sports
- Why running Homefield is basically sports gambling with inventory
If you care about brand, community, and doing things that don’t scale—this one’s for you.
This week on In The Money, I sat down with Asher Hochberg, Partner at Rootspring Ventures and former GP at CircleUp, to break down the state of early-stage investing and brand building in 2025.
💥 What’s changed?
• No more vibe rounds. Investors are trading buzz for margin discipline.
• Being “cool” isn’t enough. Brands need a reason to exist and a loyal repeat customer.
• Growth equity is back—but with teeth. PE-backed strategics want EBITDA, not just traction.
• Storytelling ≠ Instagram ads. Narrative now means LTV, retention, and product moat.
⚖️ We talked about how smart founders are navigating:
The risk/growth balance in a tighter capital market
When to scale retail vs. when to say no
What investors are actually looking for at seed and Series B
🧠 Favorite line from Asher:"Strong brands used to get funded on buzz. Now, they get funded on retention."