Overview
Tundra was a US online wholesale marketplace that connected independent retailers in the US and Canada with brands and makers, using a zero-commission model. Tundra closed its marketplace in 2023, so it is no longer an active sales channel. Brands looking for independent retail stockists should use other wholesale platforms.
What happened to Tundra
Tundra was founded in 2017 by Arnold and Katie Engel and was based in San Francisco, with offices in Boston and Zurich. Its idea was simple: charge suppliers no commission, so brands could offer their full catalogue at their best wholesale prices and lowest minimums. Tundra raised USD 12 million in a Series A round in 2019 and USD 26 million in a Series B round in October 2021, and grew to more than 30,000 retailers and more than two million wholesale products.
In mid-2023 Tundra announced it was shutting down its marketplace. At the same time, it filed an antitrust lawsuit against its larger competitor Faire, claiming anti-competitive practices had made its own marketplace unviable. The lawsuit was later dismissed. Tundra's closure showed how hard it is to run a wholesale marketplace without charging commission.
What this means for brands
- Tundra can no longer be used to reach retailers.
- Platform risk. Tundra's closure is a reminder that brands should not depend on a single wholesale platform for their retail relationships.
- Alternatives. Brands can reach independent retailers through active wholesale platforms such as Faire, as well as through direct wholesale and other marketplaces.
How eBrands looks at Tundra
eBrands works with brands on marketplaces and retail channels across Europe and North America, including wholesale platforms. If you want to find the right wholesale channels for your brand, we are happy to talk it through. See also our Faire page.
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