Immersive New York City retail event showcases nearly 100 founder-led brands and the scalability unlocked by Wayflyer’s platform.
NEW YORK–(BUSINESS WIRE)–Wayflyer, the leading financing platform that has funded more than $5 billion in capital for brands worldwide, today announced its first-ever U.S. immersive retail activation: the House of Black Friday, running November 28 through December 2 at 95 Rivington Street in New York City. Far more than a pop-up, the event spotlights founder stories and real-world moments of discovery, illustrating how Wayflyer’s flexible funding helps SMBs break into new markets, acquire next-wave customers, and build brand equity in meaningful, tangible ways.
Designed to coincide with the peak week of U.S. retail competition, the House of Black Friday brings together nearly 100 founder-led brands across fashion, beauty, wellness, food, beverage, and home. By giving brands a high-visibility platform during Black Friday, the activation demonstrates the momentum founders can unlock with fast, flexible, non-dilutive capital, especially in a year defined by tighter margins and rising operational complexity for SMBs.
“In a moment when small and medium-sized U.S. businesses are grappling with tariff uncertainty, margin pressure, and rising costs, founders need a growth partner who can help them stay resilient and continue driving the jobs, local investment, and economic activity that small businesses contribute to the U.S. economy,” said Daniel Nugent, Head of Community at Wayflyer. “House of Black Friday captures that need. It’s a platform for founders to show up with confidence, reach new audiences, and unlock the kind of momentum that carries well beyond Black Friday.”
The activation delivers a tactile, experience-rich environment where shoppers can touch, try, taste, and connect with the online brands they know and love, powered by Wayflyer’s financing platform. The space offers a real-world example of how growth takes shape: how fast, flexible, and non-dilutive funding can help SMBs expand into new markets, acquire next-wave customers, and build brand equity that matters for the long term.
Founders participating in the activation emphasized the value of being able to show up in a major retail market during a pivotal week for consumer spending. “As a growing brand, getting in front of New York shoppers during Black Friday is a dream scenario, but typically out of reach,” said Bonny Riddle, founder of Sierra Madre Golf. “It helps us meaningfully expand our footprint without sacrificing resources we need to run the business. Wayflyer’s financing and being part of this activation is a game-changing opportunity for business growth and visibility.”
Participating brands represent a dynamic cross-section of category innovation and founder-driven storytelling: Marcella NYC, Act + Acre, Dame, Homecourt, TALEA, Cann, Kala Therapy, FluffCo, and many more. Each stands as an example of the resilience and creativity of today’s founders navigating a complex economic environment and of what becomes possible when growth capital is paired with the right platform and support.
The House of Black Friday will be open daily from 9 a.m. to 7 p.m., free for all visitors. Guests are invited to explore the curated apartment-style space, engage with sample featured products, meet founders in person, and connect with the growth partner behind them.
For more information, visit wayflyer.com or follow Wayflyer on YouTube, LinkedIn, and Instagram.
About Wayflyer
Wayflyer is a financing platform that empowers consumer brands to scale with fast, flexible, and non-dilutive funding. By leveraging data-driven insights and advanced analytics, Wayflyer helps consumer brands optimize cash flow, invest in marketing, and seize growth opportunities with confidence. Since its launch in 2020, Wayflyer has deployed over $5 billion in working capital to thousands of brands worldwide. For more information, visit www.wayflyer.com.
Contacts
Media Contact
Lewis Jones, Head of Communications, Wayflyer: [email protected]
