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Faire is a private American wholesale marketplace that connects independent brands and makers with local retailers. Based in San Francisco, California, the company operates an online platform that enables retailers to discover, order, and manage inventory from small and medium-sized manufacturers, while offering services such as net payment terms and curated product discovery tools for independent retailers.^[1]

Faire was founded in 2017 by Max Rhodes, Marcelo Cortes, Jeffrey Kolovson, and Daniele Perito. The founding team previously worked together at Square and launched Faire through Y Combinator’s Winter 2017 startup accelerator program with the stated aim of modernizing wholesale commerce for small retailers and independent brands.^[2]

Following its launch, Faire expanded its marketplace by onboarding brands across categories such as home goods, apparel, beauty, and food. The company later launched international operations, including expansion into the United Kingdom and selected European markets, and introduced trade-show-style online events known as Faire Markets to facilitate product discovery.^[3]

Faire operates a two-sided marketplace. On one side are brands and makers who list wholesale catalogs and set pricing and minimum order quantities. On the other side are retailers, including brick-and-mortar stores and e-commerce merchants, who purchase goods for resale. The company generates revenue primarily through fees charged to sellers and through ancillary services such as payment facilitation and promotional tools.^[4]

The platform provides features such as net payment terms for retailers, returns on opening orders in certain markets, and data-driven recommendations designed to surface relevant products for retailers and support merchandising decisions for brands.^[5]

Faire has raised multiple rounds of venture capital financing. In 2021 and 2022, the company raised funding that valued it at approximately US$12.6 billion, according to contemporaneous media reporting.^[6]

In November 2025, Faire announced a company-led employee tender offer, led by WCM Investment Management with participation from existing investors, that valued the company at approximately US$5.2 billion. The company stated that the transaction was intended to provide liquidity for employees and early shareholders and reflected updated private market pricing.^[7]

In late 2023, Faire announced workforce reductions affecting several hundred employees as part of a restructuring effort to align operations with long-term strategic priorities. The layoffs were reported by multiple business and technology publications and occurred amid broader market pressure on technology companies and online marketplaces.^[8][9]

In September 2023, Faire announced a strategic partnership with Shopify, which included an investment by Shopify and positioned Faire as a recommended wholesale marketplace for Shopify merchants. The partnership aimed to integrate Faire’s wholesale offerings with Shopify’s commerce ecosystem.^[10]

Faire has been described in media coverage as part of a broader effort to modernize business-to-business wholesale commerce for independent retailers and small brands. Supporters have highlighted its role in expanding market access for small manufacturers, while analysts have noted challenges related to marketplace economics, competition, and profitability that are common among large two-sided platforms.^[11]

Max Rhodes, a co-founder of the company, has served as Faire’s chief executive officer since its founding. Marcelo Cortes, another co-founder, has served in senior technical leadership roles, including chief technology architect, alongside other founding executives responsible for operations and design.^[12]

• Business-to-business marketplaces
• Wholesale
• Shopify