What successful B2C brands do differently with Sharefunding

What successful B2C brands do differently with Sharefunding

In recent years, I've seen dozens of B2C brands grow through Sharefunding. What I notice repeatedly is that the funding itself is rarely the most interesting part. Sure, initially it's about the capital being raised, but that doesn't make a direct difference.

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The real difference lies in how these brands engage their community. Not just as a target audience, but as an involved partner in the growth of the company. Whether it's about co-ownership through shares, bonds, or convertible loans: the power lies in the relationship with your supporters.

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

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

Food & Beverage is the largest B2C sector within Sharefunding. This is no coincidence. In this sector, trading from emotion is strongly present. People have a relationship with a brand because it is often part of daily life. They drink it, eat it, and enjoy sharing it when they like it.

Take Hands Off. A plant-based chocolate brand with a clear sustainability proposition and a loyal following. They raised a nice amount with Sharefunding. That amount didn't come out of nowhere. It was the result of years of building brand identity and trust.

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You see the same with 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 participate in the next step.

What 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 used effectively.

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From brand identity to engaged growth capital

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

A brand like LABFRESH raised over a million through bonds in two rounds. This is a classic form of crowdfunding where investors receive a fixed interest rate but do not become shareholders. What they did smartly was involve their community not only as financiers but also in product development. More than 1,000 engaged investors from their own network indirectly helped in the successful launch of a new women's collection.

That's where it gets interesting. Sharefunding then becomes not a financial exercise, but an accelerator of brand development.

At A Beautiful Story l B-Corp raised a significantly smaller amount, but the impact was at least as interesting. During and after the funding round, there was strong engagement. Investors offered help, collaborated on ideas, and introduced new customers. The brand itself described it as "valuable assistance from unexpected corners."

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

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 a million in one round. Their co-founder expressed it beautifully: "What could be better than activating your community and establishing a cooperative together, where you pull the strings together?"

As mentioned earlier: the plant-based chocolate brand Hands Off built a committed following with a clear vision and mission.

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

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

Sharefunding works on a larger scale

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

This is a capital-intensive project with a broad societal ambition. It shows that Sharefunding is not limited to niche concepts. It also works with larger amounts, provided there is a strong narrative and support.

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

What these brands have in common

When I compare all the B2C cases side by side, I see the same patterns recurring.

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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 when it’s right, it strengthens everything at once: your balance, your brand, and your engagement.

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The question is 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