Croissant Raises $28 Million to Scale Intentional Commerce

$50M+ GMV, 100,000 users, and expanding partnerships signal momentum as the company fuels its next phase with a $28 million raise, bringing total capital raised to $52 million.

NEW YORK & NASHVILLE, Tenn.--(BUSINESS WIRE)--Croissant, the platform pioneering intentional commerce, today announced it has raised $28 million in capital to accelerate growth and deepen partnerships with leading brands and retailers. The round includes $14 million in funded proceeds and $14 million in incremental debt capacity. Existing investors Portage, Third Prime, and George Roberts led the equity component of the raise.

The proceeds will be used to acquire new shoppers on behalf of brand partners and to pre-fund the demand that Croissant drives to its partners. The result is a powerful, multi-faceted engine comprising new customer acquisition, increased lifetime value, and an enhanced way for brands to finance their operations.

To date, Croissant has driven over $50 million in gross merchandise volume (GMV) across more than 100,000 users. Croissant partners with brands and retailers including Nordstrom, Revolve, Reformation, SSENSE, and many more.

A New Model for Commerce

Croissant shoppers receive 10% back immediately on every purchase at partner brands, along with guaranteed future resale prices. The combination makes Croissant the most rewarding way to purchase high-quality goods.

Over the past year, the company sharpened its product to center around what it calls "intentional commerce": a shift away from impulsive shopping toward buying with long-term value in mind. Croissant’s user value proposition and curated brand partner network encourage consumers to invest in higher-quality items that hold value over time.

The result is a system that aligns incentives across shoppers and brands: better products, stronger loyalty, and enhanced economics.

Pouring Fuel on the Fire

"We've built an ecosystem that works. Shoppers love unlocking value by buying better. Brands love acquiring customers who think long-term. Now we're pouring fuel on the fire," said John Howard, Founder and CEO of Croissant. "For brands, customer acquisition costs are rising, and loyalty is fragile. For shoppers, purchasing higher quality goods that retain value is the smartest financial and lifestyle decision - but hasn’t been adequately incentivized to date. Croissant connects those dots. We drive high-intent demand to brands, reward customers for shopping and reselling, and create a healthier cycle of commerce. This funding allows us to scale that engine."

Stephanie Choo, General Partner and Co-Head at Portage Ventures, says, “Croissant is building infrastructure that transforms future consumer demand into immediate, non-dilutive capital for brands and retailers. Their combination of data, embedded finance, and ecosystem alignment positions them to build a highly scalable platform reshaping how value flows through commerce.”

Scaling Demand for Brand Partners

A core part of Croissant’s model is pre-funding demand for its brand partners. Because Croissant can predict how much its shoppers will spend with each brand, it provides upfront capital backed by that future revenue.

This capital comes with no interest or fees. Brands don’t repay Croissant in cash - they simply fulfill future orders when Croissant shoppers redeem their credit.

In effect, Croissant has created a new kind of commerce infrastructure: one that acquires customers, increases lifetime value, and provides non-dilutive operating capital to brands simultaneously.

With $52 million raised to date and accelerating platform momentum, Croissant enables a system where better buying behavior, stronger brand economics, and long-term value creation reinforce each other.

The company's mission remains clear: build a more intentional and economically vibrant future for commerce.

To learn more, visit www.croissant.com or connect with us on Instagram and LinkedIn.