Hi, I'm Tony Hernandez-Ferman

Ecommerce Operator & Investor

I help build great ecommerce brands and software companies. I've spent the last nine years building, acquiring, and investing in online businesses.

I help founders of ecommerce and software companies with $10-100M in revenue scale their businesses through strategic acquisitions, sales channel expansions, and tailored strategies and execution. My goal is to help you navigate the complexities of growth and achieve your objectives.

My experience

Walmart Ecommerce & Jet.com Logo
Warby Parker Logo
Attentive Logo
Pattern Brands Logo
BlackRock Asset Management Logo

What I do

  • Acquire and exits brands from portfolios

  • Scale DTC brands across retail & B2B

  • Build SaaS sales expansion plans

  • Raise capital and plan exit strategies

Some of my work

Get in touch

Want to explore working together? Feel free to get in touch, and I will get back to you today.

© 2023. Tony Hernandez-Ferman. All rights reserved.


I'm an ecommerce operator with over 9 years of experience leading critical operations, strategy, and M&A projects and teams at companies like Walmart Ecommerce, Warby Parker, Attentive, Pattern Brands, and BlackRock. I've closed $800M in deals across acquisitions, divestitures, and joint ventures. I've also founded several ecommerce brands myself.I work with a select group of ecommerce brand and software CEOs on a project basis to help them achieve their highest priority goals.

Work with me to:

  • Acquire and exit brands from your portfolio

  • Scale your brand across retail & B2B

  • Build your SaaS sales roadmaps

  • Raise capital or plan your exit strategy


I was born and raised in Texas, and these days, I split my time between New York and Houston. My parents' experience as wartime refugees from Central America instilled in me a drive to succeed and make the most of every opportunity.

My background

  • First in my family to graduate from college (go Blue Devils)

  • Started in ecommerce by buying/selling baseball cards on eBay at age 14

  • Always on the lookout for new ideas and technologies

Get in touch

Want to explore working together? Feel free to get in touch, and I will get back to you today.

Thank you

You'll hear back from me shortly. Looking forward to connecting.