What we are What we do Track record Farhan Ali Hashwani Get in touch

WE RUN
AMAZON
BRANDS.

$30M+ in active revenue. 50+ brands. 15 years.
Walmart. Shopify. DTC. The internet and beyond.

We create, own, and manage brands
We partner with brands we love
We invest in brands we want to grow
Get in touch › What we do ›
$30M+
Active revenue under management
50+
Brands operated
15yr
On Amazon
500+
Active SKUs
What Sofar Brands is

NOT AN
AGENCY.
AN OPERATOR.

Founded in 2009. Fifteen years of building, managing, and scaling brands across Amazon, Walmart, and DTC. This is what we do.

Sofar Brands is an ecommerce operating company founded in 2009 by Farhan Ali Hashwani. We build, manage, and scale brands across Amazon, Walmart, and DTC with the discipline of an owner and the precision of a specialist.

We are not a vendor you hire to run tasks. We are the operating partner who stands behind the P&L with you. Channel fluent. Margin obsessed. Confidential by default.

01
We create, own and manage brands

We build consumer brands ourselves from the ground up product, identity, channel infrastructure, and subscriber base. We own what we build. Every decision is made with long-term brand equity in mind, not short-term revenue.

02
We partner with brands we love

We are selective. We only take on brands whose products we genuinely believe in because we put our name on every outcome. Partners are chosen, not contracted. If we are not the right fit, we will tell you before we start.

03
We invest in brands we want to grow

When we see a strong product with weak execution, we bring capital and operational effort simultaneously. We are not passive investors. We get in, do the work, and grow the business alongside you.

$30M+
Currently under management
500+
Active SKUs managed
50+
Brands operated
20+
Active partner brands
15yr
Amazon experience
How we work together

FOUR WAYS
TO PARTNER.

Every brand is in a different place. We have a structure that fits each one. Tell us where you are and we will be honest about which model works and whether we are right for each other at all.

Model 01

We buy your inventory

Full ownership model

We purchase your inventory and take full ownership of all online channels. You get reliable, predictable revenue. We take full accountability for every outcome. No ambiguity on either side.

Right for you ifYou want a true operating partner who owns the outcome completely not a service provider who reports back to you
Model 02

We run your channels

Managed growth model

Your inventory stays yours. We run strategy and execution across Amazon, Walmart, and DTC. Clear scope, aligned incentives, transparent reporting throughout. You always know what is happening.

Right for you ifYou have an established brand and want expert-led acceleration without handing over full control
Model 03

We build with you

Launch partner model

We co-build from day one brand, channels, systems, infrastructure. Equity, revenue share, or hybrid depending on what creates the best outcome. We are in it alongside you from the start.

Right for you ifYou have a strong product and need a full ecommerce operating partner from the ground up
Model 04

We will buy your brand

Acquisition model

If you are tired of running it, ready to move on, or simply want a clean exit, we buy brands outright. We pay fairly, move quickly, and take on everything. No brokers, no long drawn out processes.

Right for you ifYou have built something real and want a straightforward exit to a buyer who will actually continue growing it

Thinking about selling your brand?Email farhan@sofarbrands.com with a brief overview. We respond to every serious enquiry within 48 hours. No brokers, no NDAs to start, just a direct conversation about what you have built.

Ecommerce fulfillment operations
01
What we do 01

MANAGE BRANDS
AT SCALE

Amazon Vendor Central, Seller Central, Walmart, DTC fully managed. Listings, ads, pricing, chargebacks, inventory forecasting, and P&L reporting. We own the whole operating layer.

Vendor CentralSeller Central Retail MediaCatalog & SEO Chargeback RecoveryPricing Strategy P&L ReportingGlobal Expansion
$30M+ in active partner revenue under management
500+ ASINs · 20+ active partner brands · 3 channels
Building consumer brands
02
What we do 02

BUILD BRANDS
FROM ZERO

We create and own consumer brands ourselves from product concept through to Subscribe & Save infrastructure and DTC. Tight unit economics from day one. We only build what we genuinely believe in.

Brand CreationProduct Development Shopify & CROSubscribe & Save Review VelocityDTC Scaling
$4M+ revenue built from zero in under 24 months
10,000+ active Amazon subscribers on owned brands
Brand investment and growth strategy
03
What we do 03

INVEST WHERE
OPS WIN

Strong product, weak execution that is our sweet spot. We bring capital and operational effort simultaneously. Not passive investors. We get in, roll up our sleeves, and build the business.

Equity AcquisitionBrand Turnaround Growth CapitalRevenue Share Exit PlanningPrivate Label
Multiple active equity positions
CPG · Personal care · Food & beverage · Details under NDA
Proven results

WHAT WE'VE
ACTUALLY DONE.

Most partners stay confidential by choice. These outcomes are real, shared anonymously. Full documentation is available under NDA for serious diligence conversations.

01
Leading Ethnic Soft Drink Brand US Ecommerce
Took a culturally rooted beverage brand to a top-10 ranking in ecommerce soda. Full channel ownership across Amazon, Walmart, and DTC. Still active today.
2019–Present
8fig
02
Consumer Brand Built from Zero Personal Care
Built from scratch product, brand identity, Amazon, Shopify, ad infrastructure and grew to $4M with 10,000+ active subscribers in under 24 months.
2022–Present
$4M+
03
Brand Rescued from Liquidation Home Goods
Acquired a brand heading to liquidation. Rebuilt compliance, catalog, and advertising from the ground up. Grew to $1M+ valuation within 18 months.
2021–2023
$1M+
04
Multi-Brand Distribution Vendor Central at Scale
Running 20+ partner brands on Amazon Vendor Central with full P&L ownership and 500+ active ASINs. Ongoing engagement.
2018–Present
$30M+
05
Fortune 500 Food Brand First US Ecommerce Launch
Built the complete US Amazon channel strategy and launch infrastructure for a globally recognised food brand entering online retail for the first time.
2020
F500
06
Established US Confectionery Brand Channel Strategy
Strategic ecommerce operator for channel strategy, Amazon positioning, and DTC infrastructure for a well-established US confectionery brand.
2024–Present
Active
What partners say

THEY'VE
SEEN IT.

Real feedback from real engagements shared with permission, anonymised by choice.

Farhan does not show up with a slide deck and disappear. He gets into the data, tells you what is broken, and fixes it. We have never worked with an operator this focused on margin.
VP of Ecommerce
Major US Consumer Goods Brand · Vendor Central partner since 2020
Farhan took our brand from Ecuador and built our entire US Amazon presence from scratch. He understood our product, our story, and our market. Within months we were ranking and selling. He did not just launch us, he set us up to win long term.
Founder and CEO
Ecuadorian Consumer Brand · US Amazon Launch Partner
We needed someone who understood Vendor Central at a level our internal team couldn't match. Farhan thinks like an owner, not a consultant. That is a genuinely rare thing in this space.
Director of Digital Commerce
International Food Brand · US Launch partner 2020
Farhan Ali Hashwani, Founder of Sofar Brands
Farhan Ali Hashwani · Orlando, FL

The operator

FARHAN ALI
HASHWANI

Founder · Operator · Investor

Farhan Ali Hashwani built his first Amazon brand in 2009. At the time, most companies had not even considered ecommerce a serious channel. He has been running brands on Amazon ever since through every algorithm change, every policy shift, every market cycle.

Over 15 years he has operated brands across food, personal care, home goods, consumer electronics, and lawn and garden. He has built brands from zero, rescued brands heading to liquidation, and helped Fortune 500 companies enter US ecommerce for the first time.

The active operation today manages $30M+ across 20+ partner brands simultaneously across three offices. What makes it work is not clever strategy. It is humility, relentless consistency, and genuine care for the customer at the end of the line.

Farhan is selectively available for advisory roles, board positions, and strategic consulting with the right organisations. He responds personally to every serious enquiry.

Amazon Vendor Central 15yr Ecommerce Operator Multi-Brand P&L DTC Brand Builder Retail Media Brand Investor
$30M+
Active mgmt.
2009
On Amazon
50+
Brands scaled
LinkedIn › Email directly ›
A simple rule
DRIVE VALUE
FOR PARTNERS.
OFFER VALUE TO CUSTOMERS.
REWARDS FOLLOW.
I
Humble by default

The moment you stop listening to the customer and the data, you start losing. We have watched brands fail on ego. Humility is the only durable competitive edge we know.

II
Honest by necessity

We tell partners the truth about their brands even when it is not what they want to hear. Short-term honesty builds the long-term trust that actually moves businesses forward.

III
Accountable by design

We own the P&L, the execution, and the outcomes. We do not send reports and disappear. If something is not performing, we want to know before you do.

Global team

ONE TEAM.
THREE CITIES.

Zero outsourcing. Every person who touches a Sofar Brands account works under the same leadership, the same standards, and the same playbook. True 24-hour coverage without a single external vendor in the chain.

United States
ORLANDO
Global Headquarters
Strategy, leadership, client relationships, investment
HQ
Pakistan
KARACHI
Operations & Content Hub
Ad management, catalog, design, copywriting, creative

Core team since 2015. Not a vendor the same people, the same standards, every day.

Operations
United Kingdom
LONDON
European Office
EU strategy, brand management, international partners
EU Office
24/7
Operational coverage
3
Global offices
0
Outsourced vendors
Common questions

ANSWERED
PLAINLY.

We run ecommerce channels for brands Amazon, Walmart, and DTC. Depending on the model, we either purchase your inventory and run everything ourselves, or we manage your channels on your behalf. Either way, we own the outcomes, not just the tasks.

No. Agencies deliver services and report back. We own the P&L. We make decisions. We are accountable for results. Our incentives are aligned with your brand's success, not billable hours.

Both, at serious scale, for over 15 years. The right structure depends on your margins, logistics, and how much control you want. We will give you an honest recommendation before we touch anything even if that recommendation means we are not the right fit.

Yes. One operating system across all channels with shared margin guardrails and unified reporting. No silos. No channel conflict. Every decision considers the full picture.

Yes. We manage $30M+ in active revenue across 20+ brands simultaneously, including Fortune 500 engagements. Scale is rarely the issue alignment always is. If we are aligned on goals, we can match your ambition.

Selectively, yes. Farhan is open to advisory positions and board roles with brands, investors, and VC firms looking for deep Amazon and ecommerce expertise. He responds personally to every serious enquiry email farhan@sofarbrands.com with context.

Email farhan@sofarbrands.com. Tell us about your brand and where you are stuck. We will come back with an honest assessment within 48 hours no pitch, no pressure, always personal.

Get in touch

SERIOUS ABOUT
YOUR BRAND?

Tell us what you are building. We will come back with an honest assessment of whether and how we can help. No pitch. No pressure.

LinkedIn Farhan Ali Hashwani connect directly
Response Within 48 hours. Always personal. Never automated.
Advisory Board positions and advisory roles mention this in your email and Farhan will respond personally.
WHAT TO EXPECT
01
You email with contextTell us about your brand, where you are today, and what you are trying to solve. The more context, the more useful our response.
02
We respond within 48 hoursFarhan reads every email personally. You will get a direct, honest response not a sales sequence.
03
We tell you the truthIf we are a good fit, we will say so and explain why. If we are not, we will tell you that too and likely point you toward someone who is.
04
No pitch. No pressure.We do not do hard sells. Either there is a natural fit or there isn't. We would rather decline the wrong partnership than take it for the revenue.