Iris Nova

About Iris Nova

Iris Nova operated as a consumer goods holding company, founded in 2015 by entrepreneur and product designer Zak Normandin. The company's initial and most prominent brand was DIRTY LEMON, a line of functional beverages launched in 2015, which pioneered a direct-to-consumer model selling exclusively through text message. This model evolved into Iris Nova's core offering: a proprietary conversational commerce (cCommerce) platform. This SMS-based technology managed the entire customer journey, from ordering and payment to customer service and delivery, creating a direct channel between brands and consumers.

The business model centered on building a portfolio of beverage brands that utilized its shared technology and operational infrastructure. This direct-to-consumer approach allowed the company to gather consumer data rapidly, enabling product development from idea to production in as little as 30 days. Revenue was generated through the direct sales of its own brands, like DIRTY LEMON, and by offering its cCommerce platform and distribution services to a curated selection of third-party beverage startups in which it often took an equity stake. In 2018, Iris Nova secured a significant $15 million seed funding round led by The Coca-Cola Company's Venturing & Emerging Brands unit, which valued the company at approximately $60 million. This capital was intended to expand its brand portfolio and further develop its technology platform. The company also experimented with physical retail through cashierless concept stores called 'The Drug Store', where customers would pay via text message.

The founder, Zak Normandin, began his entrepreneurial journey after serving as a Marine Engineer in the U.S. Coast Guard, first creating the organic children's snack company Little Duck Organics in 2009 before founding Iris Nova. His vision was to leverage technology to bypass traditional retail inefficiencies. Despite initial success and significant investment, Iris Nova faced severe operational disruptions due to the COVID-19 pandemic, leading to a workforce reduction in 2020 and ultimately ceasing all operations in 2022.