Los Angeles – September 04, 2026 -- F&F Ventures has launched a $10 million fund with commerce platform SHOPLINE to back consumer brands from pre-seed through Series A, pairing capital with the operating infrastructure that serves more than 700,000 merchants globally.
Three operator-investors with prior exits lead the fund
General Partner Jeff Erickson scaled a consumer brand to eight figures before its sale to a private equity firm and has since made more than 40 angel investments. Co-Founder Adam Shaw grew a physical product company from zero to $18 million and led a seven-figure consumer goods brand, bringing global supply chain and private equity experience. General Partner Jian Tam is a serial CPG entrepreneur with multiple ecommerce exits and more than 20 years in the category, including as co-founder of ProteinWaffles.com.
Portfolio companies get SHOPLINE's commerce stack bundled with the check
Backed startups receive storefront, payments, marketing automation, loyalty, and multi-channel selling tools running on a single system. Christopher Yang, Co-President of SHOPLINE, sits on the F&F Ventures investment committee, tying the platform directly into deal governance.
Deal flow runs through an eight-year-old founder network with 300-plus events
F&F Ventures sources companies through the Founders & Funders community, which has staged more than 300 events across the US and internationally over eight years. Its VC ReversePitch series -- where investors pitch founders on thesis and check size rather than the reverse -- runs this fall starting in Denver on September 17, with additional stops in San Francisco and Los Angeles tied to Tech Week by a16z.
The fund's current portfolio spans 13 consumer brands
Holdings include Protein Waffles, NoLimit, See Sea, Link Luggage, OnGo Energy, Board Budder, and G Box. "F&F is putting capital and operating experience into these companies at the same time, and that combination is what actually moves a young brand," said Yang.