Inside the Playbook: Financing DTC and CPG Brands Through Rosenthal’s Asset-Based Lending Lens

In this episode of In The Money, we sit down with Andrew Barone at Rosenthal & Rosenthal, one of the leading privately held asset-based lenders. Andrew has financed hundreds of consumer and eCommerce brands through every stage of growth.We dive deep into the real financial mechanics behind consumer brands:inventory cycles, margin truth, receivables risk, retail payment terms, PO financing, seasonal cash crunches, and what actually happens when a brand runs out of runway.Whether you’re a founder, CFO, investor, or operator, this is a masterclass in non-dilutive capital, credit underwriting, and how to fund growth without blowing up your balance sheet.What We Cover:How asset-based lending really works for DTC & omnichannel brandsWhen to use inventory financing, PO financing, or receivables factoringHow lenders evaluate risk: margin structure, customer concentration, and operational maturityWhat causes working capital crises in consumer brandsThe biggest mistakes founders make with cash flow forecastingHow “real margins” differ from Shopify dashboardsWhy non-dilutive credit can outperform equity for certain brandsWhat lenders see in the market right now: demand, distress, consolidation