Investment firm led by former NASCAR exec invests in ecommerce startup

CHARLOTTE – Silver Falcon Capital, the investment firm founded by former NASCAR chairman and CEO Brian France, will make a direct investment in the Denver-based startup, The Shed, which focuses on ecommerce.

Silver Falcon Capital will become the largest investor in the company, which provides a platform for the rental and delivery of eight categories of gear, including outdoor recreation, tools, industrial equipment, parties, and games.

The investment firm called the company’s approach “novel” and noted that it “capitalizes on consumer trends shifting towards on-demand experiences over the accumulation of material goods.”

The Shed was founded by Karen Rodgers O’Neil and Daniel Perrone, whose previous company, BroadMap, was acquired by Apple in 2013.

Silver Falcon Capital deploys “flexible, long-term capital and provide growth, strategic, tactical, and financial tools to empower entrepreneurs to cultivate their brand, scale wisely, and accelerate growth,” according to its website.

The firm hired a brand strategy manager in September 2020, following the hiring of a vice president in August.  France and managing partner Austin Tate, who also leads the France family office, are the other two team members involved in the firm.