How Pashion Scaled Holiday Sales 375% with Flexible Inventory Funding

Context: Reinventing Women’s Footwear

In early 2021, Pashion stood at a crossroads. The brand’s patent-pending adjustable-heel design was turning heads, but its founder, Haley Pavone, hit two walls: tight investor restrictions on fund usage and an unstable global supply chain. With six years of development and over $4 million in angel funding under her belt, Haley needed a way to secure finished shoes on time for the holiday rush—without giving up more equity or landing in long shipping queues.

Challenge: Funding with Flexibility

Traditional loans were off the table—Pashion lacked years of consistent revenue history. Venture offers came with strict rules about spending. Inventory delays became an ever-present threat: ocean freight could add weeks at port, killing sales opportunities. Haley couldn’t risk being out of stock during the biggest shopping season of the year.

Solution: Shopify Capital to the Rescue

Shopify Capital provided a refreshingly flexible financing option. Unlike other offers, there were no line-item restrictions dictating where funds had to go. Haley directed the majority of her Capital draw toward airfreight—a faster, costlier shipping choice. By airshipping just 20% of her inventory from manufacturer to distribution, Pashion bypassed ocean delays and guaranteed stock on shelves.

Results: A 375% Holiday Surge

The gamble paid off. Holiday sales jumped 375% year-over-year, all without additional equity rounds during the peak season. New shipping methods met customer demand for fast delivery. Haley credits the flexible structure of Shopify Capital with making this growth possible: “I’m not confident we would have been able to bring in our holiday shipment without Shopify Capital.”

Key Lessons Learned

• Flexible funding can unlock strategic inventory moves when traditional loans won’t adapt.
• Airfreight may cost more per unit but can vastly boost sales in peak seasons.
• Avoid over-reliance on any single shipping channel—build options into your supply chain.
• Don’t give up equity for capital that limits how you spend; negotiate flexible terms instead.