During her highschool and college years, Sierra Peña, the cofounder and CEO of Shelfleet worked alongside her father selling bread and popcorn at farmer's markets across Texas.
Driven by her passion, Sierra made the decision to establish her own outdoor market in Austin, Texas, with a dedicated mission to support and empower local brands in their journey to build, grow, and flourish. Through this venture, she had the privilege of collaborating with thousands of local vendors, fostering a thriving community of entrepreneurs.
Recognizing the challenges faced by her vendors at Micromarkets in getting their products into retail stores, Sierra took the initiative to address this issue. She pioneered a consignment program, bridging the gap between local brands and retailers. The program quickly gained traction, proving to be an efficient solution for connecting local brands with retail opportunities.
During Sierra's time running the consignment program, she observed a notable surge in demand coming from online and CPG brands. At that point, Sierra realized that she was addressing a much more significant issue and embarked on an adventure to uncover retail solutions that pave the future for brands and storefronts everywhere.
The Shelfleet team has had the privilege of participating in esteemed programs such as Techstars. Sierra's exceptional contributions to the community and leadership led to her nomination as Start-Up Leader of the Year in 2023, acknowledging her remarkable achievements. Additionally, Shelfleet has been honored with prestigious grants from organizations like Slauson & Co., X Grid 110s, and Divinc, recognizing the company's innovative approach and potential.
We are igniting opportunity by interconnecting shopping experiences everywhere, beginning with physical retail. As we take on our vision, our commitment to diversity, equity, and inclusion remains at the forefront of our growth strategy. We strive to create an inclusive and supportive environment, ensuring that DEI principles are woven into every aspect of business.
A letter from our CEO