Igniting opportunity by interconnecting shopping experiences everywhere.
We believe in a level playing field

At Shelfleet, we envision a world where every brand has an equal opportunity to showcase their products to customers worldwide. We are committed to eliminating barriers and bridging resource gaps for both brands and makers, empowering them to grow and thrive. Our mission is to create a level playing field where success is within reach for all. By providing equitable access to resources, we aim to foster an environment where every brand has the chance to succeed and connect with customers everywhere.

And the best is yet to come

In 2021, our team embarked on a mission to support and empower local Austin, Texas brands, aiming to facilitate their development and prosperity. Our vision was clear—to establish a dynamic platform that would serve as the world's largest shelf-rental marketplace. Today, Shelfleet is rapidly expanding, providing brands and makers with a remarkable opportunity to showcase their products on the shelves of retail stores and compete head-to-head with larger retailers. We take immense pride in fostering a vibrant ecosystem where brands of all sizes can flourish, enabling them to reach a wider audience and realize their full potential.

A letter from our CEO

Our Story

Farmer's Markets

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.

Micromarkets Consigment

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.

December 2021- Inception of Shelfleet

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

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Our Values

Supporting the underdog

Starting out as an underdog ourselves, we proudly stand in solidarity with our fellow underdogs. We empathize with their struggles and wholeheartedly support their journey. Our shared experiences have forged a bond that fuels our determination to overcome obstacles and defy expectations. We believe in the power of resilience and the strength that comes from standing up for what we believe in. Together, we rise above adversity, driven by the knowledge that even underdogs have the potential to achieve greatness. With unwavering support and unity, we champion the cause of the underdog, celebrating their unique stories and embracing the power of the underestimated.

Taking a leap of faith

Taking a leap of faith on your idea is an act of courage and belief in your vision. It involves stepping outside of your comfort zone and embracing the unknown with unwavering determination. It means trusting your abilities, intuition, and the potential of your idea, even when there are uncertainties and risks involved. It requires resilience in the face of challenges and the willingness to persevere, even when the path ahead may be unclear. By taking a leap of faith, you open yourself up to new opportunities, growth, and the possibility of achieving something extraordinary. It is through these bold leaps that innovation, progress, and success are often realized, inspiring others to embrace their own leaps of faith and transform their ideas into reality.

Becoming your own hero

Being your own hero is a remarkable and empowering journey of self-discovery and self-reliance. It means recognizing your own strength, resilience, and inner potential to overcome challenges and achieve greatness. Being your own hero involves taking ownership of your life, choices, and actions, regardless of external circumstances. It means believing in yourself, trusting your instincts, and having the courage to pursue your dreams and goals. Being your own hero is about learning from setbacks, embracing personal growth, and finding the determination to rise above adversity. It is a journey of self-empowerment, where you become the protagonist of your own story, making a positive impact on your life and inspiring others by example. By being your own hero, you unlock a world of endless possibilities and forge a path towards a fulfilling and authentic life.