Eric Reinemann, Managing Member of IBR Advisory, is an e-commerce operator, entrepreneur and M&A professional with experience investing in, acquiring, and operating businesses across a range of industries and stages.

He began his career in finance, working at JANA Partners, Morgan Stanley and Wheelock Street Capital before earning his MBA from the Tuck School of Business at Dartmouth. After business school, he founded Howlett, a search fund focused on identifying and acquiring one privately held business that he could operate. That experience ultimately led him to Thrasio, where he worked across both M&A and operations during a period of significant growth in the e-commerce industry.

At Thrasio, he initially focused on acquisitions, leading due diligence on 11 transactions representing approximately $170 million of transaction value, including approximately $90 million of completed acquisitions. He later moved into operations, serving as General Manager of a $10 million annual revenue omnichannel consumer brand and ultimately as Director of the Sports & Fitness category, where he had P&L responsibility for four e-commerce brands generating approximately $25 million in annual revenue.

Today, he is the owner and CEO of Smoothies, a consumer skincare company with a substantial e-commerce presence. Owning and operating a business has given him an additional perspective on the decisions founders and investors face, from product development, marketplace strategy, supply chain and inventory management to profitability, growth, organizational decisions, and long-term value creation.

Through IBR Advisory, he brings these perspectives together to advise investors, entrepreneurs, and management teams evaluating, acquiring, and growing e-commerce and consumer businesses. He intimately understands the challenges and idiosyncrasies of the e-commerce landscape.

His approach is grounded in both sides of the equation: understanding how a business looks in an investment model and understanding what it actually takes to operate one.