Eastfound Brands is a London company that builds and runs Shopify brands in the UK and EU for design studios and manufacturers, paid mainly in a share of outcomes rather than a retainer. It is run by its founder.

Emma has spent her career on every side of the table this business sits at. Strategy and operations at Google. Co-founder of a direct-to-consumer brand in China, which is where the respect for makers comes from and where the patience for logistics was earned. Investment analysis at Swire, evaluating businesses the old trading-house way: unit economics first, story second. MBA at Tuck, undergraduate at Fudan.

Eastfound takes an old form, the East–West trading house, and rebuilds it from the other side of the deal. The judgment sits with a founder from the making side of the world; the operations run on a machine; the capital shares the risk it asks partners to take.