Helios & Partners and SHOPLINE Announce $10 Million Consumer Seed Fund
Helios & Partners and SHOPLINE today announced the signing of a $10 million Consumer Seed Fund created to fuel the next wave of American consumer brands. Built for Seed+ and Series A, the fund is designed to do more than write checks. It brings capital together with real operating support and the talent founders need to move faster, scale smarter, and build brands that last.
The fund will focus on direct-to-consumer wellness and self-care across fashion, luxury, beauty, and cosmetics, as well as CPG wellness brands. It will prioritize companies built for modern wellness and sustainability, including brands with ingredients you can read, biodegradable packaging, and fibers and materials that are sustainably sourced or responsibly farmed.
Scaling a consumer brand today takes both capital and immediate, multi-channel execution. Helios & Partners brings an established track record through its Consumer Ecosystem Investing framework, aligning capital, market strategy, and board-level conviction to scale emerging innovations into category leaders.
To help portfolio companies scale friction-free, Helios & Partners will deploy integrated resources from its in-house agency, Helios Worldwide. Portfolio brands will gain access to full-stack support across PR, performance media buying, social commerce, and AI and search engine optimization (AEO/GEO), equipping founders with enterprise-grade agency talent alongside early-stage capital.
“We believe the American consumer remains resilient, especially for brands building products people choose again and again. SHOPLINE and Helios are teaming up to accelerate that growth in the U.S., bringing capital and talent to the brands ready to scale,” said Humphrey Ho, Founder and President of Helios & Partners.
Trusted by more than 700,000 merchants worldwide, SHOPLINE brings global scale and a platform built for modern commerce. Through its unified commerce system, SHOPLINE supports portfolio companies in selling, marketing, and operating across key channels, including e-commerce, social commerce, point-of-sale, and customer relationship management, helping brands drive omnichannel growth and strengthen operational readiness.
This fund marks the first in a series that Helios & Partners and SHOPLINE plan to launch as commerce continues to evolve. Fund I is dedicated to investing in American consumer brands, and future funds are expected to extend the same approach into additional regions and global consumer opportunities.
About Helios & Partners
Helios & Partners is a global independent family office built on its core belief of Consumer Ecosystem Investing, providing talent and growth capital to ambitious brands. Through fully integrated marketing communications services spanning growth commerce, tech and AI development, media buying, public relations, creative, and branding, Helios & Partners helps consumer companies accelerate growth with a unified operating approach.
About SHOPLINE
Founded in 2013, SHOPLINE is a leading global Software-as-a-Service (SaaS) provider and omnichannel commerce enabler. The platform empowers over 700,000 merchants worldwide to build, market, and scale their businesses through a comprehensive suite of unified commerce solutions, including e-commerce website creation, social commerce, live shopping, and point-of-sale systems. Headquartered in Singapore, SHOPLINE operates globally with a thriving partner ecosystem designed to level up retail operations for brands of all sizes. Learn more at www.shopline.com. Follow us on LinkedIn.