Question 1

What is SEIS and how does it work?

Accepted Answer

The Seed Enterprise Investment Scheme (SEIS) is a UK government programme designed to help early-stage companies raise equity finance. Investors receive 50% income tax relief on the amount invested, plus exemption from Capital Gains Tax on any gains made when the shares are sold after three years. We handle all SEIS compliance and advance assurance applications on behalf of portfolio companies.

Question 2

Who can invest through The Foundry?

Accepted Answer

We work with UK taxpayers who qualify for SEIS relief. This typically includes individuals paying UK income tax. You do not need to be an accredited investor, though SEIS investments are high risk and illiquid. We recommend speaking with an independent financial adviser before committing capital.

Question 3

What does my investment actually fund?

Accepted Answer

Capital funds three things only: tooling and sample production (typically £500–£1,500), first inventory run (typically £3,000–£8,000), and early channel setup costs. It does not fund salaries, office costs, or agency fees. The Foundry's operational infrastructure , Amazon FBA, TikTok Shop, editorial PR, retail agent access , is provided as part of the studio model, not charged to the brand. Capital is staged to match validated milestones, not deployed upfront.

Question 4

Do I need to raise money separately as an inventor?

Accepted Answer

No. The Foundry provides the capital required to get your brand to market , tooling, samples, and first inventory run. That capital comes from SEIS investors who fund the brand through The Foundry. You focus on the product. We handle the funding.

Question 5

How long does it take to get a product to market?

Accepted Answer

From accepted concept to Amazon listing is typically within 6 months. This includes design refinement, manufacturer sampling, tooling, first production run, packaging design, and listing optimisation.

Question 6

When do I receive SEIS tax relief?

Accepted Answer

Once we complete the investment round and issue SEIS3 certificates, you claim relief through your annual self-assessment tax return. For most investors, this means receiving the 50% income tax credit within the same tax year as the investment, or carrying it back to the previous year.

Question 7

What happens after I submit my product idea?

Accepted Answer

We review every submission within 5 working days. If the concept fits our criteria, we schedule a 30-minute call. A full evaluation follows, covering market sizing, manufacturing feasibility, and IP landscape. We respond within 4 weeks.

Question 8

What happens after I express interest as an investor?

Accepted Answer

We arrange a call to explain the current investment opportunity, share the latest portfolio performance, and answer any questions. If you decide to proceed, we provide subscription documents, SEIS advance assurance paperwork, and a clear timeline for the round.

Question 9

How do returns and exits work?

Accepted Answer

Returns come from brand exits. The target exit model is 5–7× EBITDA via trade sale or specialist marketplace. Pikk-it is already listed at $1.5M , 6.2× its trailing EBITDA of $242k. SEIS investors also qualify for full CGT exemption on qualifying exits. Revenue distributions are possible before exit on higher-margin brands.

Question 10

How long does SEIS tax relief take to arrive?

Accepted Answer

Once shares are issued, the company provides investors with an SEIS3 certificate. Investors submit this with their self-assessment tax return and HMRC processes the 50% income tax relief accordingly. For investors filing a standard self-assessment, relief typically arrives within the same tax year or the following one. Relief can also be carried back to the previous tax year if the current year allowance is insufficient.

Question 11

How does The Foundry decide which products to build?

Accepted Answer

Every product , whether originated internally or submitted by an inventor , is evaluated against the same commercial criteria before capital is committed. We look for proven category demand, unit economics that work at a credible retail price point, a clear product advantage communicable in a single image or sentence, and a realistic editorial angle that makes the product natural content for major shopping publications. Products that don't meet all criteria are declined or parked before development begins. The evaluation is about commercial viability, not invention.

Question 12

What happens if a brand fails completely?

Accepted Answer

SEIS provides structured protection on both sides of the outcome. If a brand succeeds, investors benefit from income tax relief and CGT exemption on exit. If a brand fails entirely, SEIS loss relief applies. For a 45% taxpayer investing £100k: HMRC returns £50k income tax relief on day one. On total failure, the remaining net loss can be claimed at the investor's marginal income tax rate , returning a further £22,500. Total recovered from HMRC: £72,500. Maximum net loss on a completely failed investment: £27,500 per £100k invested. Tax treatment depends on individual circumstances and is subject to change. Investors should take independent tax advice.

Question 13

Why do some physical product businesses fail, and how does The Foundry avoid those failure modes?

Accepted Answer

Most physical product businesses fail for one of three reasons: they have no editorial access to drive initial Amazon velocity and rely on paid ads at unsustainable cost; they cannot access retail buyers without an established broker relationship; or they over-capitalise before validating demand. The Foundry addresses all three structurally. Editorial relationships at major publications are built in advance. The retail broker relationship includes an existing Walmart vendor connection. And capital is staged across validated milestones , samples first, first inventory only after samples are signed off, paid ad spend only after organic velocity is established.

Physical consumer brands,built and funded.

How The Foundry works

You focus on product. We handle everything else.

Your risk is covered twice over before a single unit sells.

Sold through. Stocked by. Featured in.

$106,000 in 20 days from one editorial placement

The process

What every brand receives

Marketplaces

Retail Placement

Media & Acquisition

Brand & Operations

The Foundry Leadership

The team behind The Foundry.

David Eccles

Sanjay Wadhwani

Aylish Jarvie

Brian O'Dell

David Eccles

Sanjay Wadhwani

Aylish Jarvie

Brian O'Dell

How capital is protected

Initial evaluation

Supplier validation

Sample gate

Launch gate (60–90 days)

Scale gate (months 3–9)

Exit

Currently in the studio

Frequently asked questions

Start a conversation

Apply as an inventor

Investor enquiry