Assembled Brands provided a flexible, non-dilutive capital credit line necessary to turn Humble Brand’s vision into a nationwide standard.
Following a successful equity raise led by Hummingbird Equity Partners, Humble Brands sought a capital partner to fuel its omnichannel expansion with maximum scalability. Assembled Brands’ flexible layer of funding enables Humble Brands to scale across wholesale, Amazon and DTC channels.
“Our growth strategy has always been about intention,” Duane Primozich, CEO of Humble Brands, said. “We chose Assembled Brands because they provided a structure that understands the rhythm of a manufacturing-heavy CPG business. With no lockboxes or personal guarantees, we have the liquidity to move fast and the freedom to stay focused on our mission.”
Structured as a dynamic accordion-style facility, the partnership provides high advance rates against inventory and accounts receivable, ensuring capital grows in lockstep with the business.
“Humble Brands has built a disciplined, mission-driven business with a clear vision for growth,” Kunal Kohli, managing director, head of revenue at Assembled Brands, said. “With Humble’s recent equity raise, our facility provides the working capital foundation to support their inventory and operational needs, ensuring liquidity keeps pace with scale, while the team stays focused on execution.”
From an origination perspective, the partnership reflects a shared focus on aligning capital structure with long-term strategy.
“We didn’t just provide a loan; we built a framework,” Abby Jonathan, associate vice president of originations at Assembled Brands, said. “By structuring the facility as an accordion, we’ve matched the capital to how Humble Brands plans to run. This facility design supports strategic decision-making at every stage of their growth, providing the flexibility they need without the unnecessary constraints of traditional banking.”
