Indigo Fair raises $12M to connect wholesalers with smaller retail outlets with a smarter service


Max Rhodes was walking around that weird little parklet in Hayes Valley in San Francisco after taking a break from a five-year stint at Square to figure out what he wanted to do next — and he kept seeing Square registers everywhere.

It was spotting them over and over again in smaller retail shops dotted throughout the city that made him think about the connections between the average product maker — that kind of small group making a bespoke funny candle — and those retailers. That’s what prompted him to start Indigo Fair, a platform that connects those two entities in order to streamline the process of getting those products into smaller retail stores that are looking for just those kinds of weird candles throughout major urban areas. The company said it has raised $12…

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