Samantha Rose

6/ The pattern recognition between Endless and Hologram is the whole edge. If you're a brand operator in the $10-50M range thinking about what comes next — whether that's a raise, a sale, or just getting your ops tight — DMs are open. I've been on every side of this table.

5/ This isn't theoretical for us. I run Endless Commerce — a modern ERP platform for physical product brands. I see the operational wreckage every day. Brands doing $10M+ in revenue with inventory in spreadsheets and manual ASNs to major retailers.

1/ I haven't talked much about Hologram Capital here — time to fix that. My husband and I started a PE fund that buys established consumer brands at distressed valuations. Real revenue. Real distribution. Broken operations. That's the whole thesis.

Retail is just physics. You can’t sell what you can’t move. You can’t move what you can’t fund. Capital flow is logistics. Most “sales problems” start in the warehouse, not the marketing deck.

Three containers. Sold inventory. Stuck at port. Every day costs $1,000 in storage. Everyone’s “waiting for payment.” This is commerce: everyone’s holding someone else’s money hostage.

Automation you don't notice — because it's doing its job.

The next wave of automation is invisible. The best ops automation isn't loud. It doesn't ping Slack every hour. It just works. Orders flow. Inventory updates. Fulfillment syncs. You stop firefighting, and start forecasting. That's what we mean by CommerceOS.

That’s what great design does: it mirrors the product’s soul. Proud that Endless powers the backend for brands that obsess over the front-end.

Thread: Great UX deserves great ops. In Common With is going viral for doing what great brands do best — making the invisible feel inevitable. Toggle the lights and every image dims — a subtle, perfect detail that turns browsing into a feeling.

Inventory is a narrative. Every unit on your shelf is a story about a decision you made three months ago, and every unit on order is just a prediction (or a prayer) for the future.

Build for entropy, not for control. Commerce is chaos, but the job isn’t to tame it—it’s to design systems that make the chaos productive.

Good operators don’t chase growth, they compound it. By saying no faster, listening longer, and building systems that don’t break when things do work. Commerce is chaos. Build accordingly.

Endless Commerce automates the workflow, not the relationship. → Your orders ship cleaner. → Your team spends less time chasing down tracking numbers. → Your customers actually get answers, not autoresponders. Automation should make humans better at being human.

Inventory management isn't just a bean counting issue. Louise from Martie and I talked about how inventory problems aren't just math. They're existential. For entrepreneurs whose core coding is "I want to take care of people," these problems are soulful.

What if you emphasized the plant protein and fiber in one sales channel, and the brain nutrients in another? Maybe protein/fiber works in grocery stores and brain nutrient messaging crushes on DTC. Being flexible with that messaging unlocks so much.

There’s now a public benchmark for celebrity skincare: 19% COGS 11% marketing 34% EBITDA Good luck launching a “cashmere cloud cream” with 38% CAC.

Celebrity brands aren’t bad businesses. Badly built celebrity brands are bad businesses. Rhode: ✅ 5x product markup ✅ 11% marketing ✅ $220M DTC before retail ✅ 34% EBITDA (!!) Celebrity opens the door. Operations keep the lights on.