Cap Hill Brands
Founded 2020 Β· 203 employees on LinkedIn Β· 1 known investors
A company that combines product-building, financial, and entrepreneurial expertise with technology to develop consumer products and build an e-commerce business. Founded in 2020 as Razor Group.
Also known as Infinite Commerce
Investors Β· 1
Company profile
researched Aug 2026Cap Hill Brands is a Seattle-based e-commerce company founded in 2020 by Jason LeeKeenan and Kevin Saliba, both former Zulily executives. It acquires consumer packaged goods brands that sell well on Amazon and other e-commerce and direct-to-consumer channels, then runs them with centralized operations, technology infrastructure and management. The founders describe the result as a next-generation CPG company rather than a conventional Amazon aggregator, emphasizing long-term ownership and a more deliberate approach to integrating acquired brands.
By September 2022 the company had acquired close to 35 brands and grown to more than 200 employees. Portfolio brands reported include Butterfly Craze, merka, LilGadgets, CreativeQT, Grabease, Marble Genius, GirlZone and Tickle & Main, with many oriented toward families and children. Cap Hill Brands manages functions spanning supply chain, warehousing and marketing for its brands, and has expanded distribution beyond Amazon to marketplaces and retailers including Nordstrom, Target, Walmart, Kohl's, Chewy and Wayfair.
The company later merged with Amazon product developer and marketer Juvo Plus to form Infinite Commerce, which subsequently acquired Dragonfly and Moonshot Brands, consolidating Victory Park Capital's debt in those assets into a single entity.
Founding story
Cap Hill Brands was founded in 2020 by Jason LeeKeenan and Kevin Saliba, co-CEOs and former Zulily executives; LeeKeenan was a senior vice president at Zulily and previously sold Seattle startup TraceMe to Nike, while Saliba was Zulily's CMO and previously sold Seattle startup ImageKind to CafePress. The company launched during COVID-19 lockdowns, when stay-at-home orders drove a sharp rise in e-commerce sales and Amazon aggregators were acquiring third-party sellers at a record pace.
Business model
The company acquires 100% of consumer e-commerce brands and operates them under a shared platform of centralized operations, technology and management, generating revenue from the sale of those brands' products across Amazon, other online marketplaces and retail channels. Deal structures are flexible, including arrangements in which the selling entrepreneur continues working with the company post-acquisition or exits.
Product sales by owned consumer brands through Amazon, other e-commerce marketplaces and retail partners; estimated annual revenue in the $1M-$10M range per one third-party data provider.
Traction
Nearly 35 brands acquired and more than 200 employees as of September 2022, alongside more than $250 million in total debt and equity raised. Senior hires included a chief commercial officer, chief people officer and general counsel, chief financial officer, chief technology officer and chief supply chain officer.
Latest developments
Cap Hill Brands merged with Juvo Plus to form Infinite Commerce, which subsequently acquired Dragonfly and Moonshot Brands, consolidating Victory Park Capital's debt across the assets into one entity.
βΈFull profile β market position, technology, go-to-market, geography, history, risks & controversies
Market position
Cap Hill Brands emerged among the cohort of so-called Amazon aggregators that scaled during the 2020-2021 online sales surge, though its founders position it as a next-generation CPG company focused on brands with durable competitive moats across multiple channels. Its consolidation with Juvo Plus, Dragonfly and Moonshot Brands into Infinite Commerce reflects sector-wide consolidation as e-commerce growth slowed.
Unlike aggregators that restructure acquired companies outright, Cap Hill Brands emphasizes long-term ownership, thoughtful brand integration, flexible deal structures that can retain founders, and multi-channel distribution beyond Amazon. Management also cited pricing discipline during the 2021 roll-up frenzy as leaving the company in a healthier position in 2022.
Technology
Acquired brands are supported by centralized technology infrastructure; the company bought technology marketing company DemandHelm in 2021, whose leader, a former Amazon engineer, became chief technology officer. Reported web and infrastructure tooling includes AWS, Nginx, OpenResty, Varnish, Webflow, Squarespace, GoDaddy and Office 365.
Go-to-market
Growth comes primarily from acquiring established e-commerce brands and then expanding their sales beyond Amazon into other online marketplaces and retailers such as Nordstrom, Target, Walmart, Kohl's, Chewy and Wayfair.
Owners and founders of e-commerce and direct-to-consumer brands considering a sale or transition of their business; end consumers of the portfolio brands, many of which sell family and children's products.
Geography
Seattle, Washington-based and operating entirely virtually without a physical headquarters as of 2022; employees are reported across North America and Asia.
History
Founded in 2020, the company acquired several Amazon-based brands during the pandemic e-commerce boom and in 2021 bought technology marketing company DemandHelm, whose founder Sarang Fegde became CTO. In September 2022 it raised a Series B of more than $100 million led by BlackRock, bringing total debt and equity raised to more than $250 million, and disclosed roughly 35 acquired brands and 200-plus employees. It later merged with Juvo Plus to form Infinite Commerce, which then acquired Dragonfly and Moonshot Brands in a four-way consolidation.
Risks & controversies
The company's model was built during the 2020-2021 surge in online sales, a trend that reversed as the pandemic waned: U.S. e-commerce sales rose 2.7% sequentially in the second quarter of 2022 versus more than 30% two years earlier. One industry commentator questioned aggregator funding in the 2022 economy and suggested a substantial share of the $100 million round may have been debt rather than equity. The company did not disclose its valuation.
Compiled by commissioned research from 5 cited public sources β announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed β not independently audited.
Timeline Β· 4
launches, deals, and filingsJuvo Plus merged with Cap Hill Brands to form Infinite Commerce, which then acquired Dragonfly and Moonshot Brands, consolidating Victory Park Capital's debt in the assets into one entity.
Series B round of more than $100 million led by BlackRock with participation from prior investors Version One Ventures, Maveron and Ascend; proceeds earmarked for further brand acquisitions. Valuation not disclosed.
$100M source β
Added Greg Revelle as chief commercial officer, Susan Coskey as chief people officer and general counsel, John McKeon as chief financial officer, and Paul Leslie-Smith as chief supply chain officer.
Cap Hill Brands acquired DemandHelm, a technology marketing company led by former Amazon engineer Sarang Fegde, who became the company's chief technology officer.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
βΈResearch sources Β· 5
primary sources listed
5 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Cap Hill Brands do?
- Seattle-based e-commerce roll-up that acquires and operates consumer brands selling on Amazon and other marketplaces.
- Who are Cap Hill Brands's investors?
- Cap Hill Brands's investors include Ascend Venture Capital.