Faire
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Investors
Founders
About
Faire is an online wholesale marketplace that connects independent retailers with brands and makers 1. Originally called Indigo Fair, the company was founded in 2017 by Max Rhodes, Marcelo Cortes, Daniele Perito, Jeffrey Kolovson, and Lauren Cooks Levitan, all of whom previously worked together at Square 2 3. The company participated in Y Combinator’s Winter 2017 batch 1. Headquartered in San Francisco, Faire uses machine learning to match retailers with products suited to their stores and offers favorable terms including free returns and net-60 payment terms 2. As of late 2025, Faire operates in over 100 countries with 800,000+ retailers on the platform and annualizes over $500 million in revenue 4.
Funding History
| Date | Round | Amount | Lead | Co-investors |
|---|---|---|---|---|
| Nov 2017 | Seed | $3.4M | Khosla Ventures | Forerunner Ventures, Founders Fund, Lightspeed Venture Partners 5 |
| Nov 2018 | Series A | $12M | Khosla Ventures, Forerunner Ventures | Sequoia Capital 5 |
| Dec 2018 | Series B | $40M | Lightspeed Venture Partners | Founders Fund, DST Global, Forerunner Ventures, Sequoia Capital, Khosla Ventures 6 5 |
| Dec 2018 | Series C | $60M | Y Combinator Continuity | Founders Fund, DST Global, Forerunner Ventures, Sequoia Capital, Khosla Ventures 6 5 |
| Oct 2019 | Series D | $150M | Lightspeed Venture Partners, Founders Fund | Forerunner Ventures, YC Continuity, Khosla Ventures 7 8 |
| Oct 2020 | Series E | $170M | Sequoia Capital | Founders Fund, Forerunner Ventures, Khosla Ventures, D1 Capital Partners, DST Global, Dragoneer, Norwest Venture Partners, Y Combinator, Lightspeed Venture Partners 5 9 |
| Jun 2021 | Series F | $260M | Sequoia Capital | Baillie Gifford (new), Wellington Management (new), Forerunner Ventures, Founders Fund, Khosla Ventures, Lightspeed, YC, DST Global, Dragoneer, D1 Capital, Norwest 10 11 |
| Nov 2021 | Series G | $400M | Durable Capital Partners, D1 Capital Partners, Dragoneer | All existing investors 12 |
| May 2022 | Series G Ext. | $416M | Y Combinator, Sequoia Capital | Existing investors 13 |
| Sep 2023 | Series H | Undisclosed | Shopify (strategic) | — 14 |
| Nov 2025 | Series I (secondary) | ~$100M | WCM Investment Management | Baillie Gifford, True North Fund 4 |
Valuation milestones: $535M at Series B/C (Dec 2018) 6, $1B at Series D (Oct 2019) 7, $2.5B at Series E (Oct 2020) 9, $7B at Series F (Jun 2021) 10, $12.4B at Series G (Nov 2021) 12, $12.59B at Series G extension (May 2022) 13, $5.2B at Series I secondary (Nov 2025) 4.
What Investors Say
“The world-class team at Faire is leading the way in digitizing the multi trillion-dollar global wholesale market.” — Ravi Gupta, Partner at Sequoia Capital, on the Series F round 10.
“Faire’s visionary leadership team is building a business that is truly in balance with all of its stakeholders, allowing emerging brands and independent retailers to do what they do best — create and sell products. With their continued investment in the U.K., Europe, and beyond, we believe that Faire will transform the global wholesale market.” — Anouk Dey, Partner at Durable Capital Partners, on the Series G round 12.
“Through our strategic partnership with Faire, we are doubling down on our strategy to enhance B-to-B commerce by making it easy for Shopify merchants to find new wholesale buyers.” — Aneeqa Khan, Director of Product at Shopify, on the 2023 strategic investment 14.
What Founders Say
“Raising money is sometimes mistaken for success. We view this fundraise as an important milestone for the future of retail.” — Max Rhodes, CEO & Co-Founder, on the Series D round 8.
“This latest round is validation that our vision of a more democratized future for retail is resonating with investors.” — Max Rhodes, CEO & Co-Founder, on the Series F round 10.
“My pitch to retailers was that we could make them smarter buyers using machine learning algorithms to predict what would sell.” — Max Rhodes, CEO & Co-Founder, on Faire’s early days 15.
“We completely reframed our value proposition to focus on giving buyers a fun shopping experience and letting them try as many things as they want.” — Max Rhodes, CEO & Co-Founder, on pivoting the product approach 15.
“We only get paid when our customers sell products… We really consider ourselves partners to the entrepreneurs that we support.” — Max Rhodes, CEO & Co-Founder 16.
“Metric-wise, we’re in a very good spot.” — Marcelo Cortes, CTO & Co-Founder, on the company’s IPO readiness 4.
Sources
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Y Combinator, “Faire” company profile, accessed March 2026. https://www.ycombinator.com/companies/faire↩↩
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Contrary Research, “Faire Business Breakdown & Founding Story,” accessed March 2026. https://research.contrary.com/company/faire↩↩
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Fortune, “Wholesale marketplace Faire’s Lauren Cooks Levitan moves from president to board,” accessed March 2026. https://fortune.com/2025/06/06/wholesale-marketplace-faire-lauren-cooks-levitan-moves-president-board-startup/↩
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BetaKit, “Faire co-founder: company has the metrics to go public, but isn’t rushing to IPO,” accessed March 2026. https://betakit.com/faire-co-founder-company-has-the-metrics-to-go-public-but-isnt-rushing-to-ipo/↩↩↩↩
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The Brand Hopper, “Faire — History, Business Model, Investors, Revenue & Growth,” February 2023, accessed March 2026. https://thebrandhopper.com/2023/02/23/faire-history-business-model-investors-revenue-and-growth/↩↩↩↩↩
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TechCrunch, “VCs back wholesale marketplace Faire with $100M at a $535M valuation,” December 2018, accessed March 2026. https://techcrunch.com/2018/12/13/distinguished-vcs-back-wholesale-marketplace-faire-with-100m-at-a-535m-valuation/↩↩↩
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Crunchbase News, “Online Marketplace Faire Ups Local Retail Game With $150M Series D, Bags $1B Valuation,” October 2019, accessed March 2026. https://news.crunchbase.com/startups/online-marketplace-faire-ups-local-retail-game-with-150m-series-d-bags-1b-valuation/↩↩
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VentureBeat, “Wholesale marketplace Faire raises $150 million at a $1 billion valuation,” October 2019, accessed March 2026. https://venturebeat.com/commerce/wholesale-marketplace-faire-raises-150-million-at-a-1-billion-valuation↩↩
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Faire Newsroom, “Announcing $170M at a $2.5B Valuation in Series E Led by Sequoia Capital,” October 2020, accessed March 2026. https://news.faire.com/2020/10/27/announcing-170m-at-a-2-5b-valuation-in-series-e-led-by-sequoia-capital↩↩
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BetaKit, “Faire secures $260 million Series F round, claims $7 billion valuation,” June 2021, accessed March 2026. https://betakit.com/faire-secures-260-million-series-f-round-claims-7-billion-valuation/↩↩↩↩
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BusinessWire, “Faire Nearly Triples its Valuation to $7B With $260M Series F Funding Round Led by Sequoia,” June 2021, accessed March 2026. https://www.businesswire.com/news/home/20210610005235/en/Faire-Nearly-Triples-its-Valuation-to-%247B-With-%24260M-Series-F-Funding-Round-Led-by-Sequoia↩
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Faire Newsroom, “Announcing $400 Million in Series G Funding at a $12.4 Billion Valuation,” November 2021, accessed March 2026. https://news.faire.com/2021/11/16/announcing-400-million-in-series-g/↩↩↩
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TechCrunch, “Faire lands $416M extension from YC, Sequoia and others for online wholesale marketplace,” May 2022, accessed March 2026. https://techcrunch.com/2022/05/10/faire-lands-416m-extension-from-yc-sequoia-and-others-for-online-wholesale-marketplace/↩↩
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Modern Retail, “Shopify takes a stake in Faire, makes it the recommended wholesale marketplace for merchants,” September 2023, accessed March 2026. https://www.modernretail.co/technology/shopify-takes-a-stake-in-faire-makes-it-the-recommended-wholesale-marketplace-for-merchants/↩↩
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Sequoia Capital, “Seven Questions with Max Rhodes,” April 2019, accessed March 2026. https://articles.sequoiacap.com/2019-04-10-max-rhodes↩↩
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Forerunner Ventures, “Faire’s Max Rhodes Has the Heart (and Drive) of a Small Business Owner,” accessed March 2026. https://www.forerunnerventures.com/perspectives/faires-max-rhodes-has-the-heart-and-drive-of-a-small-business-owner↩