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§ Private Profile · Nashville, TN, USA
Fintech platform integrating into shopping experiences to offer guaranteed buyback value for merchants and consumers in the resale ecosystem.
Based in New York and Nashville, Croissant is a financial technology platform that integrates directly into merchant checkout systems to provide consumers with guaranteed buyback values for retail purchases. The company operates within the broader retail and resale ecosystem, enabling merchants to offer post-purchase liquidity options that facilitate secondary market transactions. In July 2023, the enterprise officially launched its minimum viable product, supported by a $24 million seed funding round to scale its merchant integration services. This initial financing attracted capital from institutional venture investors including Portage and BoxGroup, alongside individual backing from the co-founders of global investment firm KKR. The executive leadership team is advised by retail industry veterans and brings prior operational experience from major technology corporations like Amazon and PayPal. Croissant was founded in 2023 by John Howard and John Klose.
Croissant has raised $52.0M across 2 funding rounds.
Croissant has raised $52.0M in total across 2 funding rounds.
Croissant has raised $52.0M across 2 funding rounds. Most recently, it raised $28.0M Debt / Other Equity in February 2026.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Feb 25, 2026 | $28M Debt Financing | Openview, Portage, Third Prime | — | Announced |
| Jul 1, 2023 | $24M Seed | — | Accel, Fifth Wall, MMC Ventures, Openview Venture Partners, Portage Ventures, White Star Capital, George Kurtz, George R Roberts, Henry Kravis, 25Madison, BoxGroup, Stephanie Choo, Third Prime, Twelve Below | Announced |
Croissant is a fintech platform that provides guaranteed buyback values (termed "Guaranteed Buybacks") at checkout for shoppers on merchants' sites, transforming purchases into liquid assets for easy resale and boosting merchant conversion rates, average order value, and customer retention.[1][2][3] Founded in 2022 and headquartered in Nashville, Tennessee, it serves fashion-forward consumers and retailers by integrating seamlessly via direct partnerships, a mobile app, and Google Chrome extension, fulfilling buybacks through AI-driven data science and multi-listing on existing resale marketplaces like Vestiaire Collective.[1][2][3][4] With $24 million in seed funding raised in 2023, Croissant addresses consumer debt concerns by promoting asset ownership over credit-fueled spending, currently focusing on luxury fashion retailers such as FWRD, COS, and Moda Operandi.[1][2][4]
(Note: A separate entity at getcroissant.com offers coworking space bookings, but the query aligns with the fintech Croissant at croissant.com, a technology company in commerce enablement.[6])
Croissant was founded in 2022 in Nashville, Tennessee, by co-founder and CEO John Howard, who envisioned it as the first shopping tool delivering guaranteed resale values at the point of sale and beyond.[2][3] The idea emerged amid a fractured retail environment and rising consumer debt, aiming to shift shopping from impulsive credit use to intentional asset ownership—partially developed in response to debt-focused fintech offerings.[1][3] It launched publicly in 2023 with $24 million in seed funding, quickly rolling out integrations for merchants, a Google Chrome extension for over 1 million items across major fashion brands, and an iPhone "Shop Now, Sell Later" experience.[1][2][5] Early traction included partnerships with luxury retailers under Revolve Group like FWRD and direct resale fulfillment without competing in used inventory sales.[3][4]
Croissant stands out in the resale-adjacent fintech space through these key features:
Croissant rides the circular economy wave in fashion retail, where sustainability demands and resale markets (projected to grow amid fast fashion backlash) intersect with fintech innovation.[1][3][4] Its timing capitalizes on post-pandemic e-commerce maturity, consumer preference for asset-backed buying over debt, and retailers' need for loyalty in a fragmented market—enabling full-price sales while feeding secondhand ecosystems.[1][3] Market forces like AI tooling for pricing and browser extensions lower barriers for non-partner sites, influencing the ecosystem by onboarding hesitant retailers into resale without operational burden and accelerating "intentional commerce" trends.[2][3][5]
Croissant is poised to expand its product suite—potentially deepening AI for broader categories beyond fashion, scaling merchant partnerships, and enhancing resale automation amid rising circular economy adoption.[3][4] Trends like regulatory pushes for sustainable retail and AI personalization will shape its growth, evolving its influence from niche buyback enabler to core commerce infrastructure, amplifying purchasing power in a debt-weary world.[1][5] As it ties back to its launch promise, Croissant could redefine shopping as an asset-building loop, driving higher lifetime value across retail.
Croissant has raised $52.0M in total across 2 funding rounds.
Croissant's investors include OpenView, Portage, Third Prime, Accel, Fifth Wall, MMC Ventures, Openview Venture Partners, Portage Ventures, White Star Capital, George Kurtz, George R Roberts, Henry Kravis.