Cap Hill Brands
The business, the turning points, and the decisions behind them.
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Sections to complete：02 · 05
01 / WHAT IT BUILT
What the company did
Cap Hill Brands was a Seattle-based consumer-products aggregator founded in 2020 by Kevin Saliba and Jason LeeKeenan, former Zulily executives backed by Maveron. It acquired and operated consumer brands at scale — nearly 35 brands — starting with Amazon sellers and expanding to other channels, offering family-oriented products across household items, toys and lifestyle goods. It raised $256 million in total, including a $100 million Series B led by BlackRock in September 2022. In March 2024 it merged with Juvo+ in a merger of equals to form Infinite Commerce.
02 / FAILURE REASONS
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03 / EVENT HISTORY
Events in the structured record
- Founded
Founded in Seattle by Kevin Saliba and Jason LeeKeenan; partnered with VC Maveron to build an aggregator of consumer brands, starting with Amazon sellers.
- Series B
Raised a $100 million Series B led by BlackRock, with Maveron, Gaingels, Version One Ventures and Ascend Venture Capital participating, bringing total raised to about $256 million; the team had acquired nearly 35 brands.
- Merged with Juvo+
Merged with Juvo+ in a merger of equals on March 8, 2024 to create Infinite Commerce.
04 / CONTEMPORARY REBUILD ASSESSMENT
Difficulty of rebuilding this project today
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Overall assessment: Not completed
05 / CAUSAL CHAIN / AFTERMATH
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