Assembled Brands Provides Humble Brands with Scalable 'Accordion' Facility to Support Rapid Multi-Channel Growth

In the high desert of Taos, New Mexico, Humble Brands has achieved a rare feat: scaling a mission-driven personal care business while maintaining total control over manufacturing and ingredient integrity. As the brand enters its most ambitious growth phase to date, Assembled Brands is proud to provide a flexible, non-dilutive capital credit line necessary to turn Humble’s vision into a nationwide standard.

Following a successful equity raise led by Hummingbird Equity Partners, Humble Brands sought a capital partner to fuel its omni-channel expansion with maximum scalability. By providing a facility designed to support high-growth logistics, Assembled Brands serves as the company's capital backbone. This flexible layer of funding enables Humble Brands to aggressively scale across wholesale, Amazon, and DTC channels while preserving the independence that keeps them true to their roots.

‍

Empowering Mission-Driven Growth

Humble Brands was founded on the belief that personal care products should be effective, responsibly made, and accessible. By refusing to compromise on sustainability and transparency, the brand has cultivated a deeply loyal community for its deodorants, lip balms, and soaps.

“Our growth strategy has always been about intention,” said Duane Primozich, CEO of Humble Brands. “We chose Assembled Brands because they provided a structure that understands the rhythm of a manufacturing-heavy CPG business. With no lockboxes or personal guarantees, we have the liquidity to move fast and the freedom to stay focused on our mission.”

‍

Financial Architecture for Modern CPG

Assembled Brands’ model is purpose-built for sophisticated, mid-market brands that have outgrown bridge financing but require more flexibility and specialized CPG expertise than a traditional bank can offer. Structured as a dynamic accordion-style facility, the partnership provides high advance rates against inventory and accounts receivable, ensuring capital grows in lockstep with the business.

“Humble Brands has built a disciplined, mission-driven business with a clear vision for growth,” said Kunal Kohli, Managing Director, Head of Revenue at Assembled Brands. “With Humble’s recent equity raise, our facility provides the working capital foundation to support their inventory and operational needs, ensuring liquidity keeps pace with scale, while the team stays focused on execution.”

From an origination perspective, the partnership reflects a shared focus on aligning capital structure with long-term strategy.

“We didn't just provide a loan; we built a framework,” said Abby Jonathan, Associate Vice President of Originations. “By structuring the facility as an accordion, we’ve matched the capital to how Humble Brands plans to run. This facility design supports strategic decision-making at every stage of their growth, providing the flexibility they need without the unnecessary constraints of traditional banking.”

‍

The Foundation for Purpose-Driven Growth

This partnership exemplifies Assembled Brands’ mission to act as the capital backbone for the next generation of iconic brands. By delivering smart, scalable financing designed by founders, for founders, we build the foundation for Humble Brands to scale with confidence, independence, and purpose. Through structural flexibility and relationship-driven service, we ensure their capital structure moves in sync with modern retail, remaining as resilient as the brand itself.

‍

Learn how high-growth companies can successfully navigate the 'Mid-Market Funding Trap' by building a scalable bridge between early-stage financing and traditional banking.