Valet Seller was founded with a clear mission: to level the playing field between emerging brands and large-scale retailers. While that mission remains central to who we are, our understanding of where we can deliver the most impact has evolved.
Today, we proudly support premium global brands, managing their presence across top-tier retailers like Nordstrom, Macy’s, and Target. But our story began long before those partnerships.
In 2010, Maya, Andrew, and Kevin launched a private-label business while still in high school. As they built their e-commerce infrastructure, they quickly faced the complexity of managing assortments across multiple marketplace and retail channels. Existing SaaS and service-based solutions only addressed fragments of the challenge—never the full picture.
Soon, other brand owners began asking if they could list their products in our online stores and have us manage backend logistics and integrations. That question sparked the idea for Valet Seller. We formally began developing the concept at Colgate University’s Thought Into Action Incubator, where participation in the 2020 Venture Showcase provided pivotal feedback to refine our model.
Post-Colgate, we established a key collaboration with Amazon’s Strategic Selling Team, helping global brands expand their reach through Amazon’s marketplace and positioning Valet Seller as an Authorized Selling Partner.
When the COVID-19 pandemic reshaped e-commerce, Valet Seller pivoted quickly—working with healthcare distributors like McKesson and supplying high-demand products to Amazon and Walmart. Our agility during this time (read more about how we pivoted) reshaped our mission: to empower global brands through digital transformation (see our Parallel18 spotlight).
As we grew, our founders earned recognition for their leadership—most notably being named to the Forbes Next 1000 list after reaching $2 million in sales within two years of relocating to Puerto Rico. This milestone underscored our potential to make a meaningful impact in global e-commerce.
Initially, we focused on helping emerging startups bring innovative products to market. As we partnered with a wider range of companies, we saw a consistent trend—brands already generating meaningful revenue, especially those in international markets like the UK or Japan, were able to scale faster when paired with our infrastructure and U.S. distribution channels.
We came to understand that our platform delivers the greatest value to established brands—particularly those already generating seven figures annually and poised for further growth. Our model works best for companies aiming to grow from six-figure monthly sales to the next level, and who are ready to leverage the operational efficiency and strategic retail placements we offer. While early-stage brands moving from $0 to $10K in monthly sales often require different support structures, we still take pride in helping emerging companies launch and learn. These experiences continue to inform our playbook for building successful brands from the ground up.
Over time, our focus shifted toward a centralized, SaaS-driven model designed to help premium and designer brands scale. As these relationships deepened, they opened the door to new retail opportunities—creating ripple effects that enhanced visibility, credibility, and access to high-performing retail channels across our entire catalog.
Following successful brand launches, Valet Seller’s founders were named to the Forbes 30 Under 30 local list for Puerto Rico, recognized as the youngest honorees on the list (local media feature). Their journey is a testament to the innovation and fresh thinking we bring to an oversaturated and complex industry.
In recent years, we’ve expanded our global footprint by forming strategic partnerships with organizations like the UK Department for Business and Trade and the Japan External Trade Organization. These collaborations have helped international brands enter the U.S. market more seamlessly—further strengthening our role as a cross-border retail partner.
Valet Seller hasn’t just adapted to change—we’ve thrived through it. From our early days in the Thought Into Action Incubator to becoming one of Puerto Rico’s most innovative startups, our journey reflects the resilience, drive, and dedication of our team.
Today, we serve as a trusted partner for established brands entering the U.S. market. Our Seller of Record service simplifies compliance, streamlines logistics, and unlocks growth in one of the world’s largest consumer markets.
We’re excited for what lies ahead. As we continue growing alongside our partners, we remain focused on helping top-tier brands reach new audiences through partnerships with retailers like Nordstrom, Macy’s, Bloomingdale’s, Saks Fifth Avenue, Farfetch, and Target.
Contact us today to learn more.
