🌱 Our story

The feed can’t replace
the floor.

Discovery still happens in person. We’re building the retail infrastructure to keep it that way.

By the numbers
0+Brands supported
0Orders placed
$0M+In sales generated
0+Spaces activated
Sahar Ali, founder of Celery Retail
From the founder

Doors that open easily for some,
stay closed for others.

Since high school I knew I wanted to be part of the retail world, where brands are born and creativity meets commerce. As a woman of color and a daughter of immigrants, I understood early that access isn’t equal — not because of talent, not because of vision, but because of resources, networks, and proximity to opportunity.

I went on to study at the Fashion Institute of Technology in New York, then spent years on the buying and merchandising teams at Macy’s and Bloomingdale’s. Brand discovery was my favorite part of the job. But the brands making it onto those floors already had teams, budgets, and widespread recognition.

Meanwhile some of my most talented classmates were building handmade, ethical, beautifully crafted products with real artistry.

They were creating things the world deserved to see, but rarely got the chance to. That gap between talent and opportunity stayed with me.

So in 2022 I made a decision: to stop working within a system that wasn’t designed for us and start building one that was.

Sahar AliFounder & CEO, Celery Retail
The trajectory

Four years. Still building.

Founded Celery Retail.

2022

Opened the first storefront with 5 brands in the Bay Area.

Replaced in 30 days by a national tenant — learned the pitfalls of specialty leasing under large property groups. Reaffirmed why we're building.

Scaled to 5 locations in the Bay Area. Scaled too quickly.

2023

Hired our first full-time employee.

Launched the Ambassador Program.

Crossed 100+ brands supported.

2024

Switched from monthly to quarterly memberships — three months is what it takes to know a location's the right fit.

Refocused: downsized to 3 locations.

2025

Introduced Love Local Markets.

Beat previous holiday-term sales by 18% — proof that downsizing doesn't mean losing scale.

350+ brands. $5M+ in sales. 63K+ orders.

2026

Built an in-house member dashboard — live sales, inventory, and shopper insights for smarter retail decisions.

Five Love Local Markets in the books — and more on the calendar.

And we're just getting started.

What we believe

Three convictions. One platform.

Access is the new advantage in retail.

Great brands aren't held back by product — they're held back by distribution. We exist to unlock shelf space for the next generation of consumer brands.

Physical retail should behave like a network, not isolated stores.

Stores shouldn't be endpoints — they should be nodes. When brands share space, discovery compounds and every product lifts the others.

The future of retail will be built as infrastructure, not inventory.

We're not a storefront operator. We're building the system that powers how brands get discovered, placed, and scaled across physical retail.

Our mission

The easiest way to get your brand
in front of customers.

The next generation of consumer brands won’t be built by spending more on ads. They’ll be built by showing up where customers already are—in stores, on shelves, and in their communities.

Distribution is the new competitive advantage.

Real-world presence is the next growth channel.

Physical retail is being rebuilt for modern brands.

We’re building the infrastructure that makes physical retail accessible, scalable, and measurable for the brands of tomorrow.

Trusted leasing partners & retail locations

What’s next

The future of retail belongs to independent brands.

Founders are building better products, cultivating stronger communities, and creating brands people genuinely care about.

What they need is access to physical retail.

That’s what we’re here to unlock.

On LinkedIn

Behind the build

Updates from Sahar — what we’re shipping, what’s working, and the messy middle of building a retail platform from scratch.

Follow @celery-retail →