Bhfo
“Can a multi-marketplace designer outlet scale brand partnerships and fulfilment infrastructure to compete with department store liquidators on price and breadth?”
Founded2003
HQCedar Rapids, Iowa, USA
FoundersJon Sefton, Stacie Sefton
IndustryE-commerce / Retail
The story
BHFO started as an eBay seller of discounted designer clothing and accessories in 2003, growing to nearly three million positive feedbacks on the platform. The company subsequently expanded to its own website and other global online marketplaces, partnering directly with over 250 brands. In 2017 it acquired Street Moda to deepen its designer shoe offering. It now operates from a 240,000 sq. ft. facility in Cedar Rapids using automated order fulfillment (Perfect Pick technology).
Last 12 months
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Product timeline
2003
Founded by Jon and Stacie Sefton in Cedar Rapids, Iowa, as an eBay-based designer apparel and shoe outlet.· pivot
2017
Acquired Street Moda, an eBay-based designer shoe seller founded in 2005, to expand shoe brand partnerships.· acquisition
The stack
0 layers disclosed in Bhfo’s embedded-finance stack
Accounting gap: none