BelliWelli lands credit line from Assembled Brands to fund CVS, Sam's Club launches
What's the deal? Assembled Brands has closed a new credit facility for BelliWelli, the California-based maker of dietary fiber supplements and gummies. The lender led the debt financing, announced in October 2026.
Why now? BelliWelli is opening new retail accounts, including CVSDealroom has a profile for this one. Try Dealroom → and Sam's ClubDealroom has a profile for this one. Try Dealroom →, this fall. The facility funds production and inventory for those launches and keeps its marketplace channels — Amazon, TikTok ShopDealroom has a profile for this one. Try Dealroom →, and its own site — supplied.
What's the endgame? BelliWelli broke through with its hot-pink "Hot Girls Have IBS" billboards, which drew crowds photographing them and spread across social media. It is now the #3 branded fiber at Walmart and TargetDealroom has a profile for this one. Try Dealroom →, and an accordion feature gives it a path to a larger line as its retail footprint grows.
How it works: Assembled Brands counted Amazon FBA inventory in the borrowing base alongside wholesale receivables and other inventory. The facility has no lockbox, no annual fees, and no financial covenants — customer payments land in BelliWelli's own accounts.
The lender also applies customer payments to the balance immediately rather than two to three days later, which it says saves the brand tens of thousands of dollars in interest annually.
What they're saying: "A brand at this stage has real assets, but most banks aren't ready to lend against them yet," said Kunal Kohli, managing director at Assembled Brands. "We value those assets for what they're worth today."
Tyson Woeste, chief operating officer and co-founder of BelliWelli, said the lender "looked past the viral moment and saw the business underneath it." Finance VP Ben Wetzel noted the deal closed in under two months, "from term sheet to close."
The signal: Viral consumer brands often outgrow their cash before traditional banks will lend against their inventory and receivables. Asset-based facilities tailored to omnichannel sellers are filling that gap, letting brands like BelliWelli convert online buzz into shelf space without diluting equity.
Read more: abladvisor.com
Image credit: Generated with Gemini
