Assembled Brands Powers Viral Gut Health Brand BelliWelli's Next Wave of Growth with a Flexible, Scalable Credit Facility

Assembled Brands has closed a new credit facility for BelliWelli, the California-based maker of dietary fiber supplements and gummies. The brand first broke through with its hot-pink "Hot Girls Have IBS" billboards, which drew lines of people waiting to take photos that spread across social media. It has since earned shelf space at major national retailers and become the #3 branded fiber at Walmart and Target, alongside a growing omnichannel presence on Amazon, TikTok Shop, and its own site.

BelliWelli will use its new facility to fund production and inventory for new retail accounts, including CVS and Sam's Club launching this fall, and to keep its marketplace channels supplied. Assembled Brands counted Amazon FBA inventory in the borrowing base alongside the brand's other inventory and wholesale receivables, putting more capital to work. An accordion gives BelliWelli a clear path to a larger line as its retail footprint grows, without refinancing or starting over.

Without a lockbox, customer payments land in BelliWelli's own accounts, keeping the team in control of its cash. This modern facility also has no annual fees or hidden float charges. With most lenders, customer remittances are applied to the principal balance two to three days after the money is received, and interest continues to accrue during that time. Assembled Brands applies all customer payments to the balance immediately, saving the brand tens of thousands of dollars in interest annually.

"BelliWelli turned online buzz into national distribution in just a few years, and that's what our financing model is designed for," said Kunal Kohli, Managing Director at Assembled Brands. "A brand at this stage has real assets, but most banks aren't ready to lend against them yet. We value those assets for what they're worth today, and we moved quickly to build a flexible line that can scale with the company as it adds doors."

"Assembled Brands looked past the viral moment and saw the business underneath it, from our retail receivables to the customers who keep coming back," said Tyson Woeste, COO and Co-Founder of BelliWelli. "Now we can say yes to new accounts without waiting on the last payment to land, and keep up with rising demand."

"What a finance team needs most from a lender is availability it can plan around," said Ben Wetzel, VP of Finance at BelliWelli. "With no financial covenants, our decisions are driven by the business rather than a quarterly test, and the Assembled Brands team took us from term sheet to close in less than two months, with no surprises along the way."

Welcome to the portfolio, BelliWelli!