We are a team of lions.

Embodying the might of a lion’s pride, each member of The Lion Group brings expertise, creativity, and dedication to the table. Our strength lies in our unity – we collaborate, innovate, and grow together. We are more than a team; we are a pride.

Built on Transparency.
Driven by Results.

Whether its a Brick and Mortar or an online marketplace, TLG has found success for brands across multiple channels and industries. Read more in detail how we’ve helped companies improve and continue to grow with our partnership.

Innovators

We thrive in “Out of the box” thinking. There is no “one size fits all” solution in achieving great results. We are constantly re-inventing ourselves.

No egos here

We believe that the key to success is a happy team that thrives in a collaborative environment.

Cautious yet bold

We believe that taking calculated risks is an essential part of growing a brand in eCommerce.

We love a good challenge

Come to us with your challenges, no matter how complex. We love diving in and coming up with a holistic approach to solving the problem.

Our Story

Where We Started

2015

Daniel Rafael starts reselling branded merchandise on Amazon under the store name “Brands4less” with a team of 2 

Daniel grows his team to 5 people hiring top Amazon experts 

2016
2018

Revenue hits $7M. Doubled our team size from 5 to 10

The Transparent division is born and the company is renamed The Lion Group accentuating the strength of the company “The Team”

2020
2021

Transparent division grows to 10 exclusive partnerships with some top brands like Columbia, Brookstone, Disney and Marvel.

The Lion Group expands the reach to Amazon Canada, Amazon UK and Walmart. This year also marks the birth of the Agency Model.

2023
2015

Daniel Rafael starts reselling branded merchandise on Amazon under the store name “Brands4less” with a team of 2 

Daniel grows his team to 5 people hiring top Amazon experts 

2016
2018

Revenue hits $7M. Doubled our team size from 5 to 10

The Transparent division is born and the company is renamed The Lion Group accentuating the strength of the company “The Team”

2020
2021

Transparent division grows to 10 exclusive partnerships with some top brands like Columbia, Brookstone, Disney and Marvel.

The Lion Group expands the reach to Amazon Canada, Amazon UK and Walmart. This year also marks the birth of the Agency Model.

2023

Where We’re At

"People want to feel connected and cared for. Work relationships are real relationships where people can feel safe and welcome. We are one big family, and family takes care of family"

The Lion’s Den

Edina Vontobel

Edina Vontobel

Co-Founder, CMO

Jay Fetman

Jay Fetman

Chief Operating Officer

Israel Berliner

Israel Berliner

Director of Operations

Gretchen Schramm-Davis

Gretchen Schramm-Davis

Director of Advertising

Catherine Almodoval

Catherine Almodoval

Creative Director

Gabriela Grossmann

Gabriela Grossmann

Category Manager

Kelsey Boerema

Kelsey Boerema

Senior Brand Manager

Michael Vanacore

Michael Vanacore

Omni-Channel Specialist

Amy Hachey

Amy Hachey

Brand Manager

Jiny Zhang

Jiny Zhang

Data Analyst

Slavica Kutlic

Slavica Kutlic

Senior Brand Manager

Message From Our Founder

The Lion Group, a trusted, and recognized, eCommerce leader, is ready to partner with YOU to guide your brands along the dynamic path to eCommerce success. Our team is invested in, and committed to, providing manufacturers and their brands with industry-leading and ROI-centric eCommerce services, across all of North America. Reputation matters, and that is exactly why we are 100% committed to growing brands as if they were our own. Knowing that brand impressions are mission-critical, and of the utmost importance, we ensure that BRAND messaging aligns directly with your mission and goals–no exceptions!

Daniel Rafael

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If it’s important to you, it’s important to us.

We donate to your favorite charity on your behalf at no cost to you. We believe in paying it forward.

Partner With Us

We’re not here merely to get you started; we’re here to be your guide through thick and thin. With us, you’ve found a partnership that’s in it for the long haul.