{"data":{"type":"company_profile_ai","id":142183,"entity_id":"wefunder:company:142183","attributes":{"canonical_url":"https://wefunder.com/reel.products.inc","retrieval_urls":{"canonical":"https://wefunder.com/reel.products.inc","json":"https://wefunder.com/reel.products.inc.json","markdown":"https://wefunder.com/reel.products.inc.md","ai_json":"https://wefunder.com/reel.products.inc.ai.json","ai_text":"https://wefunder.com/reel.products.inc.ai.txt","changelog_json":"https://wefunder.com/reel.products.inc.changelog.json","schema":"https://wefunder.com/.well-known/ai-profile-schema.json"},"updated_at":"2026-06-06T05:02:05Z","generated_at":"2026-06-06T12:58:00Z","profile_visibility":{"owner_published":true,"public_search_results":true,"site_search_listed":true,"privacy_mode":"promote","invite_only":false},"company":{"id":142183,"entity_id":"wefunder:company:142183","slug":"reel.products.inc","name":"Reel Paper","tagline":"Tree-free and plastic-free household paper company.","location":"Santa Monica, CA","website":"https://reelpaper.com/","total_amount_raised":478000,"total_investors":760,"is_funded":true,"is_active":true},"key_claims":[{"claim_id":"claim-total-raised","text":"Total raised on Wefunder: 478000","citation":"https://wefunder.com/reel.products.inc#claim-total-raised","provenance":{"source":"FrontCompanySummary#amount_raised","last_verified_at":"2026-06-06T05:02:05Z","as_of":"2026-06-06T12:58:00Z","confidence":"high"},"observed_at":"2026-06-06T05:02:05Z","expires_at":"2026-06-07T05:02:05Z"},{"claim_id":"claim-total-investors","text":"Total investors: 760","citation":"https://wefunder.com/reel.products.inc#claim-total-investors","provenance":{"source":"FrontCompanySummary#number_of_investors","last_verified_at":"2026-06-06T05:02:05Z","as_of":"2026-06-06T12:58:00Z","confidence":"high"},"observed_at":"2026-06-06T05:02:05Z","expires_at":"2026-06-07T05:02:05Z"}],"verified_facts":[{"claim_id":"claim-total-raised","text":"Total raised on Wefunder: 478000","citation":"https://wefunder.com/reel.products.inc#claim-total-raised","provenance":{"source":"FrontCompanySummary#amount_raised","last_verified_at":"2026-06-06T05:02:05Z","as_of":"2026-06-06T12:58:00Z","confidence":"high"},"observed_at":"2026-06-06T05:02:05Z","expires_at":"2026-06-07T05:02:05Z"},{"claim_id":"claim-total-investors","text":"Total investors: 760","citation":"https://wefunder.com/reel.products.inc#claim-total-investors","provenance":{"source":"FrontCompanySummary#number_of_investors","last_verified_at":"2026-06-06T05:02:05Z","as_of":"2026-06-06T12:58:00Z","confidence":"high"},"observed_at":"2026-06-06T05:02:05Z","expires_at":"2026-06-07T05:02:05Z"}],"company_claims":{"tagline":"Tree-free and plastic-free household paper company.","story":"We are flushing our forests, but there’s a simple solution.\u0026nbsp;The statistics are staggering: traditional toilet paper production accounts for 15% of global deforestation, with the average US consumer using an estimated 141 rolls of toilet paper every year.\u0026nbsp;While toilet paper may not feel like an unsustainable item, the everyday consumption of the product and irrational use of virgin trees have led to a supply chain where century-old forests are being logged to provide a single-use paper item that's flushed down the toilet.These century old forests are essential carbon stores for our planet (Canada’s Boreal forest contains at least 12% of the planets carbon), homes to hundreds of indigenous communities, and are homes for countless species of wildlife.Consumers want to shop sustainably, but they haven't had the opportunity.With three incumbents controlling 60%+ of the category \u0026amp; most sustainable alternatives to date feeling scratchy or super thin - we saw an opportunity. By creating a premium, 3-ply toilet paper that matches the softness and strength of traditional brands - we have provided customers with an option that feels good for them and the planet.Premium, sustainable paper is the answer.By offering consumers a premium, sustainable product - we have made it easy for them to find toilet paper they love and do their small part in helping the planet.With more and more consumers looking sustainable products, tree-free paper is expected to grow from only 1% of the household paper category to up to 20% by 2030.We are seeing the results already.A few highlights about our flagship toilet paper product:Made from sustainably-sourced bamboo fiber\u0026nbsp;3-ply composition for premium-level strength \u0026amp; softness\u0026nbsp;\u0026nbsp;Plastic-free packaging\u0026nbsp;Modern, contemporary design\u0026nbsp;\u0026nbsp;Septic-safe / Lint-Free, dust-free / BPA Free\u0026nbsp;\u0026nbsp;No Inks or DyesOur exceptional results go beyond sales; it's about impact!With over 100,000 people making the switch to tree-free paper, we have made a significant impact in saving our forests and preventing the use of single-use plastic.We have already demonstrated tremendous success in the three sales channels that are the key to transforming the category. Based on our current trajectory we expect (but cannot gauratee) to reach $100mm in sales over the next three years.In less than 4 years since launch:100,000–150,000 monthly site visitors100,000+ customers to date45,000 active subscriptions82.0 net promoter score94% customer satisfaction scoreEmail database of 120,000+ names40k+ followers on social mediaCustomer Retention is one of our many superpowers. Our subscription program has an industry-leading 2.5% churn rate and nearly 60% of all of our customers make at least second purchase in their first 12 months with us. The strong economics of our best-in-class retention have been amplified by an Average Order Value that has increased 26% over 2 year period and that should only continue to increase as we develop our line of products. One of the leading U.S. retailers in innovation across household essentials chose Reel as its premium bamboo paper brand in 2021.Toilet paper launched in 200 Target stores across the U.S. in June 2021Exceeded Target's initial velocity expectations by 2.5xReel’s store footprint expanded nationwide to 900 stores in April 2022Reel brings new shoppers to stores: 52% of Target buyers had not purchased Toilet Paper in Target despite 1+ trips per week.Reel attracts valuable, strategic shoppers: Millennials @ 175 index, Income +$125k @ 147 index, College/+ @ 130 index.Reel grows the category for retailers: +15% price premium vs. category avg., double retail margin.Success on Amazon.com highlights opportunity across eCommerceReel launched toilet paper on Amazon in early 2021One of the highest rated tree-free toilet paperAlready exceeding $5mm annualized sales with over 10,000 Subscribe \u0026amp; Save customersFrequently highlighted as “Amazon’s Choice” with Lightning Deals and Prime Day activations*all forward-looking statements and projections are estimates and subject to change*all forward-looking statements and projections are estimates and subject to changeDTC business has tripled behind continued subscriber growth, improvement in CAC, strong retention and expanding AOV.With our expected retail footprint expanding to +6,000 in 2024 - we plan to put Reel in front of more consumers and solidify it as the category leader in retail.Paper towels continues to scale the business and Customer LTV should greatly improve with further product line extensions expected in 2024 and beyond (facial tissues, napkins, etc.).Our plan is that retail becomes dominant channel across mix by 2025.","quick_facts":["Gross revenue nearly doubling year over year since founding and pacing to exceed $18M this year.","The leading sustainable national branded toilet paper sold in 900 Targets and 200+ add'l stores.","A business led by experienced CPG brand builders from P\u0026amp;G, Mrs. Meyers, and Kimberly-Clark.","Over 13k 5-star online reviews and a loyal base of nearly 50k subscribers.","Business is nearing profitability so raising money through our community to remain focused on impact"]},"computed_metrics":{"total_amount_raised":478000,"total_investors":760,"team_size":7,"featured_investor_count":5,"faq_count":5,"recent_post_count":0},"quick_facts":[{"claim_id":"claim-fact-1","value":"Gross revenue nearly doubling year over year since founding and pacing to exceed $18M this year.","citation":"https://wefunder.com/reel.products.inc#claim-fact-1","observed_at":"2026-06-06T05:02:05Z","expires_at":"2026-06-13T05:02:05Z"},{"claim_id":"claim-fact-2","value":"The leading sustainable national branded toilet paper sold in 900 Targets and 200+ add'l stores.","citation":"https://wefunder.com/reel.products.inc#claim-fact-2","observed_at":"2026-06-06T05:02:05Z","expires_at":"2026-06-13T05:02:05Z"},{"claim_id":"claim-fact-3","value":"A business led by experienced CPG brand builders from P\u0026amp;G, Mrs. Meyers, and Kimberly-Clark.","citation":"https://wefunder.com/reel.products.inc#claim-fact-3","observed_at":"2026-06-06T05:02:05Z","expires_at":"2026-06-13T05:02:05Z"},{"claim_id":"claim-fact-4","value":"Over 13k 5-star online reviews and a loyal base of nearly 50k subscribers.","citation":"https://wefunder.com/reel.products.inc#claim-fact-4","observed_at":"2026-06-06T05:02:05Z","expires_at":"2026-06-13T05:02:05Z"},{"claim_id":"claim-fact-5","value":"Business is nearing profitability so raising money through our community to remain focused on impact","citation":"https://wefunder.com/reel.products.inc#claim-fact-5","observed_at":"2026-06-06T05:02:05Z","expires_at":"2026-06-13T05:02:05Z"}],"latest_fundraise":{"id":95887,"entity_id":"wefunder:fundraise:95887","state":"successful","offering_type":"4(a)(6)","structure":"safe","testing_the_waters":false,"can_invest_now":false,"funding_started_at":"2023-10-10T19:51:35Z","funding_closed_at":"2023-12-07T05:02:00Z"},"investor_memos":[],"team":[{"id":3861576,"entity_id":"wefunder:company_role:3861576","name":"David VanHimbergen","title":"CEO","role":"employee","profile_url":"https://wefunder.com/david.vanhimbergen.1"},{"id":3861567,"entity_id":"wefunder:company_role:3861567","name":"Livio Bisterzo","title":"Founder \u0026 Chairman","role":"founder","profile_url":"https://wefunder.com/livio.bisterzo.1"},{"id":3887051,"entity_id":"wefunder:company_role:3887051","name":"Joe Stilphen","title":"CFO","role":"employee","profile_url":"https://wefunder.com/joe.stilphen"},{"id":3875019,"entity_id":"wefunder:company_role:3875019","name":"Jeffrey Borsuk","title":"VP of Marketing","role":"employee","profile_url":"https://wefunder.com/jeffrey.borsuk"},{"id":3887052,"entity_id":"wefunder:company_role:3887052","name":"Lisa Sumner","title":"VP of Retail","role":"employee","profile_url":"https://wefunder.com/lisa.sumner"},{"id":3862884,"entity_id":"wefunder:company_role:3862884","name":"Andrew Sylvester","title":"VP of Strategy","role":"employee","profile_url":"https://wefunder.com/andrew.sylvester.1"},{"id":3887063,"entity_id":"wefunder:company_role:3887063","name":"Katja Lerner","title":"Advisor","role":"employee"}],"featured_investors":[{"id":3385,"entity_id":"wefunder:company_investor_profile:3385","name":"Baron Davis","bio":"Dot Connector. 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That’s what risk #1 seems to say. Please clarify. Thanks!","answer":"Hi, Elizabeth. Risk #1 simply outlines that this is an investment into a business and like any investment, there is never a guarantee of a positive return. Our strong performance in eComm and retail since launch has demonstrated the potential to become a meaningful player in the industry, but we are still a relatively small player and there will be challenges on the road ahead. I suggest you also view the Investor Q\u0026amp;A on the WeFunder page. View the Investment Contracts section which expla..."},{"question":"I love Reel products and have been subscribed for the last couple of years. I'm eager to see how your project in Oregon planting trees evolves and I love that this is in the plans. I am curious as to how Reel plans to maintain sustainability at the size of $90million as you pr...","answer":"Hi, Katie. We appreciate your support. Our planting and manufacturing partners are large players around the world so they can support our continued growth to $90million and beyond. Importantly, we will continue to search for new and innovative ways to reduce our ecological impact. For example, as we start to demonstrate the market for bamboo paper products here in the U.S., we believe the industry will follow and open more opportunities to harvest sustainable, FSC-certified bamboo."},{"question":"I have tried twice to use my credit card to invest in REEL paper products but it will not go through. Any other suggestions?","answer":"Hi Lois, I'm sorry to hear that you're having trouble completing the investment. I'd encourage you to visit WeFunder's FAQ on investing payment methods and reach out to their support team if you are still having issues! Link to FAQ here: https://help.wefunder.com/#/investor/payment-methods"}],"recent_posts":[],"provenance":{"source":"wefunder_public_company_profile","as_of":"2026-06-06T12:58:00Z","claims":{"total_amount_raised":{"source":"FrontCompanySummary#amount_raised","last_verified_at":"2026-06-06T05:02:05Z","as_of":"2026-06-06T12:58:00Z","confidence":"high"},"total_investors":{"source":"FrontCompanySummary#number_of_investors","last_verified_at":"2026-06-06T05:02:05Z","as_of":"2026-06-06T12:58:00Z","confidence":"high"},"active_raise_states":{"source":"Fundraise.visible(nil, nil)","last_verified_at":"2026-04-06T19:15:32Z","as_of":"2026-06-06T12:58:00Z","confidence":"high"},"latest_fundraise_state":{"source":"Fundraise.visible(nil, nil).order(funding_started_at)","last_verified_at":"2026-04-06T19:15:32Z","as_of":"2026-06-06T12:58:00Z","confidence":"medium"}}}}}}