Tundra

About Tundra

Tundra.com operated as an online B2B marketplace, established to connect independent retailers with brands from the U.S. and Canada. The company was founded in 2017 by the husband-and-wife team, CEO Arnold Engel and COO Katie Engel. The founders' background includes running Vox Supply Chain, a global supply chain company, where they identified significant inefficiencies in the traditional wholesale market, such as disorganized trade shows and high transaction fees. This experience directly informed Tundra's approach to creating a more streamlined digital platform.

The platform's core business model was centered on being a zero-fee marketplace, meaning it did not charge suppliers commissions or fees on transactions. This strategy was intended to attract high-quality suppliers who could then offer their best pricing and low minimum order quantities directly to retail buyers. Revenue was generated through optional premium services, such as expedited shipping, order insurance, custom clearance, and logistics services for international orders, as well as an ad-supported model for brands seeking to promote their products. The marketplace provided a consumer-grade user experience, allowing suppliers to list products with ratings and reviews, while buyers could discover new brands and products across categories like home goods, beauty, apparel, and kids' products.

Tundra secured significant venture capital, raising $12 million in a Series A round in 2019 and $26 million in a Series B round in October 2021. Key investors included Redpoint, Initialized Capital, Emergence Capital, and Peterson Ventures. However, in July 2023, Tundra announced it was shutting down its marketplace operations. The closure was accompanied by a lawsuit filed against its larger competitor, Faire, alleging anti-competitive practices that Tundra claimed made its own marketplace unviable. This lawsuit was ultimately dismissed in February 2024.