The Verticale, an online marketplace that connects brands with consumers looking for new products that match their values, has acquired the assets and intellectual property of The Helm Shop.
The Helm Shop is the e-commerce arm of New York-based venture capital firm The Helm. Led by Lindsey Taylor Wood and Julie Weber, The Helm is committed to investing in women entrepreneurs, and its investments range from clean technology and high-speed transportation to women’s healthcare.
With the acquisition, Wood and Weber will join The Verticale as investors and strategic advisors to help bring more visibility to women-owned brands. The Verticale, which was founded by Jaclyn Grauman and Michelle Silverstein, will integrate many of The Helm Shops’ brand partners who respond to market values, thereby expanding the vertical of the site’s existing female-owned brands.
“As Founders, the category owned by women on The Verticale is a category that is personally important to us,” said Grauman, CEO and co-founder of the site. “” Having seen firsthand how undervalued women are when it comes to venture capital funding with less than 3% of capital going to women, we are committed to focusing on brands led by women and give them the visibility they deserve. “
“By incorporating The Helm Shop’s partner brands into The Verticale and bringing in Lindsey and Julie as strategic advisors, we are able to build a strong team and foundation to drive change in the industry and continue to strengthen our commitment to support and promote women. companies owned, ”added Silverstein.
La Verticale, which was founded in 2019 (and launched the Marketplace in 2020), is organized by values such as women, responsible materials, blacks, waste reduction, generosity, local crafts and clean ingredients. La Verticale has 90 brands on its site, and will have 100 by the end of the year.
Women owned, who make up 44% of the brands on the site, will now include any brands that move from The Helm, positioning the market as a leader in supporting brands founded and operated by women.
Silverstein said the goal is to bring the majority of Helm Shop brands into the next quarter. She said The Verticale is operating with the same technology partner as The Helm Shop, which should make the merger “very seamless”.
“People increasingly recognize the impact of businesses on society and on the planet, and they want to shop in places where their values and their money can align,” said Wood, Founder and CEO of The Helm. “By partnering with The Verticale, we are joining a larger movement. A solution that not only offers an alternative to less intentional markets, but proves that conscious consumerism offers social and financial returns to customers and investors.
The Helm Shop, which was founded in June 2019, offers categories such as clothing, shoes, handbags, wellness, femininity, gender, home, and gifts.
Wood explained that The Helm Shop’s e-commerce platform is doing well, but COVID-19 has struck.
“We were forced to make strategic decisions about the future of the business and we realized that the places where we had the most impact were really the fund and the angel network, but also we had built this amazing platform. which was very successful and had over 100 amazing brands founded by women. But to really give it the attention it deserves and take it to the next stage of growth, it would be better if you were a part of something bigger, ”she said.
With so much talk about conscious consumerism and people wanting the capital they spend to reflect their values, Wood said that what The Verticale is building is aligned with what they are building. She said it sounded like a natural partnership “and Jaclyn and Michelle were the women to run it.”
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