What successful B2C brands do differently with Sharefunding

What successful B2C brands do differently with Sharefunding

De afgelopen jaren heb ik tientallen B2C-merken zien groeien via Sharefunding. Wat mij daarin steeds weer opvalt, is dat de funding zelf zelden het meest interessante onderdeel is. Tuurlijk, in eerste instantie gaat het om het kapitaal dat opgehaald wordt, maar dat maakt niet direct het verschil.

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Het echte verschil zit in hoe deze merken hun community inzetten. Niet alleen als doelgroep, maar als betrokken partner in de groei van het bedrijf. Of dat nu gaat om mede-eigenaarschap via aandelen, om obligaties of converteerbare leningen: de kracht zit in de relatie met je achterban.

In this newsletter, I will take you on a journey to explore what the most successful B2C brands have in common. From wineries and the food industry to fashion labels and even international train companies.

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Community is not a marketing tool, but a source of growth capital

Food & Beverage is binnen Sharefunding de grootste B2C-sector. Dat is geen toeval. In deze sector is handelen vanuit emotie sterk aanwezig. Mensen hebben een relatie met een merk doordat het vaak onderdeel is van het dagelijks leven. Ze drinken het, eten het en vinden het leuk om te delen als het goed bevalt.

Neem Hands Off. A plant-based chocolate brand with a clear sustainability proposition and a loyal following. They raised a nice amount through Sharefunding. That amount didn’t come from nowhere; it was the result of years of building brand identity and trust.

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The same can be seen at Fish Tales, which raised several million in multiple rounds. In their first round, a significant amount was already raised from 568 investors. This is a brand that has built its community so well that people want to be involved in the next step.

What particularly appeals to me here is that these rounds are not one-time actions. They become part of a growth strategy.

That is the power of Sharefunding when you use it correctly.

From brand identity to engaged growth capital

In fashion and lifestyle, you see the same mechanism, but perhaps even more explicitly.

Een merk als LABFRESH haalde in twee rondes meer dan een miljoen op via obligaties. Een klassieke vorm van crowdfunding waarbij investeerders een vaste rente ontvangen, maar geen aandeelhouder worden. Wat zij slim deden, was hun community niet alleen betrekken als financiers, maar ook bij de productontwikkeling. Meer dan 1.000 betrokken investeerders uit het eigen netwerk hielpen indirect bij het succesvol lanceren van een nieuwe damescollectie.

That is where it gets interesting. Sharefunding will no longer be a financial exercise but a catalyst for brand development.

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AtA Beautiful Story l B-Corpraised a significantly smaller amount, but the impact is at least as interesting. During and after the funding round, a strong engagement emerged. Investors offered help, collaborated, and introduced new customers. The brand itself described it as "valuable help from unexpected angles."

That is exactly what happens when your community gets involved in your growth.

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Sustainability as a magnet for engaged capital

Another pattern that I keep seeing is the combination of sustainability and community.

HappySoaps raised a very nice amount of over one million in one round. Their co-founder expressed it beautifully: "What could be better than activating your community and establishing a cooperative together, where everyone pulls the strings?"

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And as mentioned earlier: the plant-based chocolate brand Hands Off built an engaged supporter base with a clear vision and mission.

The idea of achieving something together touches the core of Sharefunding.

Sustainable brands often already have a strong mission. Sharefunding gives people the opportunity to actively contribute, both financially and as ambassadors.

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Sharefunding works on a larger scale as well

Sometimes, crowdfunding is seen as something that is not directly suitable for the largest companies. But look at European Sleeper, which raised several million over multiple rounds for sustainable European night train transport.

Dit is een kapitaalintensief project met een brede maatschappelijke ambitie. Het laat zien dat Sharefunding niet beperkt is tot nicheconcepten. Het werkt ook bij grotere bedragen, mits er een sterk verhaal en draagvlak is.

What is visible here is something fundamental: people like to invest in something they feel a part of.

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What these brands have in common

When I put all the B2C cases side by side, I keep seeing the same patterns.

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Sharefunding as a strategic choice

What all these examples show is that Sharefunding is a conscious choice to connect brand, community, and growth capital.

It requires preparation. It requires leadership. But if done right, it strengthens everything at once: your balance, your brand, and your engagement.

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The question is therefore not just: can I raise money? The question is rather: do I want to realize my next growth phase by activating my community?

With entrepreneurial regards,

Gijs Dalen Meurs

CEO & Founder – Eyevestor, The Share Company