United States
Our first market and the commercial base of the company. Storefronts trade in English and US dollars, and orders are dispatched by fulfillment partners shipping to addresses across the United States.
Operations
The same operating cycle, applied to every brand.
We are a consumer retail operator. The work is unglamorous and repetitive by design: find a product worth selling, present it honestly, acquire customers at a price that works, deliver on time, and take responsibility when something goes wrong.
The operating cycle
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01
Product selection and supplier diligence
Candidate products are assessed on demand evidence, margin structure, shipping profile and defect risk. Suppliers are checked for trading history, production capability and responsiveness, and are required to sample before any commitment. We do not list products in restricted or regulated categories, and we do not sell counterfeit, replica or infringing goods.
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02
Brand and storefront
Each brand is built as a distinct business with its own name, visual identity, catalogue and voice. Storefronts are built on established commerce platforms and are required to state pricing, shipping timeframes, return rights and company identity clearly before a customer reaches checkout.
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03
Customer acquisition
Demand is generated through paid social, paid search and organic channels. Creative is produced in-house and must describe the product accurately — claims that cannot be substantiated do not run. Spend is managed against contribution margin rather than revenue, and campaigns that cannot reach a sustainable acquisition cost are stopped.
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04
Fulfillment and logistics
Orders are fulfilled through third-party manufacturing and logistics partners under our direction and to our service standards. Every order is dispatched with tracking, and delivery performance is monitored by partner and by lane. Partners that fall below standard are replaced.
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05
Customer care and returns
Support is handled centrally across the portfolio to a common standard, in the language of each market, with a published response window. Returns and refunds are processed according to each brand’s published policy. Where a customer has a legitimate complaint, we resolve it directly rather than leaving it to a payment dispute.
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06
Review and reinvestment
Each brand is reviewed on contribution margin, repeat rate, delivery performance and dispute rate. Brands that reach durable economics receive further investment. Brands that do not are wound down in an orderly way, with all outstanding customer orders and refunds honoured in full.
Portfolio
Where we operate.
The company currently runs two operations, in the United States and in France, with a third in preparation. The portfolio is concentrated in everyday physical consumer goods with straightforward shipping profiles and low regulatory exposure. Individual brand identities are commercially sensitive and are disclosed to banking, payment and supply partners under ordinary onboarding rather than published here.
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02
France
Our European operation, selling to consumers in France under EU distance-selling rules — including the statutory fourteen-day right of withdrawal and the legal guarantee of conformity owed to consumers in the European Union.
03
In preparation
A third operation is in development. We commit to a new operation only once sourcing, fulfillment and customer-support cover are in place for the market it will serve, rather than launching first and solving afterwards.
TwoOperations running
US & FranceMarkets served
Physical goodsProduct type
Third partyFulfillment model
Categories we avoid
We deliberately keep the portfolio outside categories that carry regulatory, safety or payment risk disproportionate to their return. SHL Enterprises does not operate brands selling:
- Prescription or over-the-counter pharmaceuticals, supplements making health claims, or medical devices
- Tobacco, nicotine, vaping products, alcohol or controlled substances
- Weapons, ammunition or restricted defence articles
- Counterfeit, replica or trademark-infringing goods
- Adult content, gambling or any age-restricted digital service
- Financial products, cryptocurrency or investment offerings of any kind
This restriction is applied at product-selection stage rather than after launch, and it applies to every brand in the portfolio without exception.
Infrastructure
Built on established platforms.
We use recognised commercial infrastructure rather than bespoke systems, so that our brands are auditable, our partners are accountable and our customers are protected by the standards those platforms enforce.
01
Commerce
Storefronts, catalogue, checkout and order management run on established hosted commerce platforms, with each brand maintained as a separate store under company control.
02
Payments
Card acceptance is handled by regulated payment processors. The company does not store card data, and settlement is received into accounts held in the company’s own name.
03
Logistics
Fulfillment partners are engaged under commercial terms with defined dispatch windows, tracked shipping on every order and agreed remedies for late or damaged delivery.
Next
Governance and compliance.
How the company is controlled, how we treat customer money, and the standards we hold every brand to.
Read our governance