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About Us

Strategy. Capital. Execution.

From growth-stage Amazon sellers to global CPG leaders, Fifth Shelf plugs in as the operator, investor, and marketplace strategist that closes the gap between big targets and daily outcomes.

A group of five people are having a casual meeting in a modern, bright living room with stylish furniture, plants, a kitchenette, and a decorative bookshelf against a white wall.
A group of five people are having a casual meeting in a modern, bright living room with stylish furniture, plants, a kitchenette, and a decorative bookshelf against a white wall.
A group of five people are having a casual meeting in a modern, bright living room with stylish furniture, plants, a kitchenette, and a decorative bookshelf against a white wall.
A woman with brown hair in a bun is engaged in conversation in a bright office, wearing a yellow plaid jacket.
A woman with brown hair in a bun is engaged in conversation in a bright office, wearing a yellow plaid jacket.
A woman with brown hair in a bun is engaged in conversation in a bright office, wearing a yellow plaid jacket.
Two people sit at a table, one with a laptop covered in various social media stickers, in a modern office setting with colorful geometric wall designs.
Two people sit at a table, one with a laptop covered in various social media stickers, in a modern office setting with colorful geometric wall designs.
Two people sit at a table, one with a laptop covered in various social media stickers, in a modern office setting with colorful geometric wall designs.
A diverse group of professionals collaborates in a modern office space, surrounded by colorful sticky notes, with a focus on a large computer screen displaying a project, embodying teamwork and creativity.
A diverse group of professionals collaborates in a modern office space, surrounded by colorful sticky notes, with a focus on a large computer screen displaying a project, embodying teamwork and creativity.
A diverse group of professionals collaborates in a modern office space, surrounded by colorful sticky notes, with a focus on a large computer screen displaying a project, embodying teamwork and creativity.
A diverse group of professionals sits around a large conference table in a modern office, engaging in a collaborative meeting with open laptops and natural light streaming through the large windows.
A diverse group of professionals sits around a large conference table in a modern office, engaging in a collaborative meeting with open laptops and natural light streaming through the large windows.

$30M+

Revenue driven for partner brands in 2024

32+

Brands under management

10k+

SKUs optimized across channels

A Team of Thinkers, Builders, and Business Partners

A collective of builders, analysts, and supply-chain pros who have scaled brands from the inside. We pair sharp insight with hands-on work—owning everything from keyword bids to pallet location so growth never stalls.

What Sets Us Apart:

Capital with accountability – We buy inventory upfront and add five percent to ads, so we win only when sell-through wins.

Capital with accountability – We buy inventory upfront and add five percent to ads, so we win only when sell-through wins.

Capital with accountability – We buy inventory upfront and add five percent to ads, so we win only when sell-through wins.

Operator DNA – Every lead has launched, run, or sold an ecommerce brand; advice is grounded in lived numbers.

Operator DNA – Every lead has launched, run, or sold an ecommerce brand; advice is grounded in lived numbers.

Operator DNA – Every lead has launched, run, or sold an ecommerce brand; advice is grounded in lived numbers.

Full-stack service – Ads, content, fulfillment, compliance, and 1P vendor setup live under one roof, so moves happen fast.

Full-stack service – Ads, content, fulfillment, compliance, and 1P vendor setup live under one roof, so moves happen fast.

Full-stack service – Ads, content, fulfillment, compliance, and 1P vendor setup live under one roof, so moves happen fast.

Partnership mindset – Clear reporting, open Slack channels, and no long-term lock-ins keep collaboration real.

Partnership mindset – Clear reporting, open Slack channels, and no long-term lock-ins keep collaboration real.

Partnership mindset – Clear reporting, open Slack channels, and no long-term lock-ins keep collaboration real.

Two people sit on a comfortable couch in a modern office, collaborating over a laptop on a white coffee table, with a decorative wall and large windows in the background.
Two people sit on a comfortable couch in a modern office, collaborating over a laptop on a white coffee table, with a decorative wall and large windows in the background.
Two people sit on a comfortable couch in a modern office, collaborating over a laptop on a white coffee table, with a decorative wall and large windows in the background.

Advance brands that deserve to lead—and do it with speed, clarity, and measurable return.

At Fifth Shelf, our mission is to help businesses unlock their full potential through strategic insight, operational excellence, and meaningful partnerships.

Enable Founders

Give operators the capital, data, and bandwidth to focus on product innovation.

Enable Founders

Give operators the capital, data, and bandwidth to focus on product innovation.

Enable Founders

Give operators the capital, data, and bandwidth to focus on product innovation.

Elevate Performance

Turn fragmented listings, ads, and logistics into one profit engine that scales.

Elevate Performance

Turn fragmented listings, ads, and logistics into one profit engine that scales.

Elevate Performance

Turn fragmented listings, ads, and logistics into one profit engine that scales.

Experts Who Think Strategically and Deliver Practically

In 2021, founder Atahan Kangal saw smart products stuck behind slow agencies, passive resellers, and ballooning fees. He built Fifth Shelf as the fix—an accelerator that moves like a founder’s own team, but brings its own cash and infrastructure. Today, the model powers category leaders and rising challengers alike. No layers. No buzzwords. Just strategy, capital, and execution working in immediate sync.

Household staples, breakout DTC heroes, and niche innovators all trust Fifth Shelf to grow share on Amazon, Walmart, and beyond. Each collaboration is a case study in what happens when ambition meets accountable action.

Atahan Kangal

Managing Partner

Atahan Kangal

Managing Partner

Atahan Kangal

Managing Partner

Antonina Popova

Director of Operations

Antonina Popova

Director of Operations

Antonina Popova

Director of Operations

Zlata Golubeva

Brand Analytics

Zlata Golubeva

Brand Analytics

Zlata Golubeva

Brand Analytics