Harrison Co. LLC Advises Xero Shoes on its Strategic Investment from TZP Group

Transaction Announcement eCommerce

Harrison Co. LLC Advises Xero Shoes on its Strategic Investment from TZP Group

January 6, 2021 3 min read

Denver, CO, January 6, 2021–Harrison Co., an investment banking firm dedicated to advising family-owned businesses in better-for-you consumer product categories, today announced it advised Feel The World, Inc. dba Xero Shoes (“Xero” or the Company”) a leader in natural movement footwear, on its strategic investment from a private equity firm, TZP Group.

Launched in 2009 by Lena Phoenix and Steven Sashen, Xero offers high-quality, casual, and performance shoes, boots, and sandals built with a foot-first design that allows customers’ feet to bend, flex and move naturally. Xero gained an immediate consumer following its launch with a do-it-yourself sandal product and has strategically expanded its product portfolio over the last several years to now include a full lineup for all four seasons. The products are sold primarily through e-commerce channels with growing distribution at retail both domestically and internationally.

“Both Shaun and the entire Harrison Co. team stood by us throughout this complicated process. They helped us navigate and adapt to the additional complexity of a trade war and a global pandemic,” said Lena Phoenix, President of Xero Shoes. “We found a great partner in TZP, and are excited about the opportunities in front of us and what the future holds,” commented Steven Sashen, CEO of Xero.

As part of the transaction, Marc Schneider, a Senior Advisor to TZP Group who has over 35 years of industry experience, including most recently serving as CEO of Kenneth Cole Productions and Chairman of Centric Brands, also made a direct investment in Xero and will be joining Xero’s Board of Directors.

Shaun Kalnasy, Partner at Harrison Co. commented, “It was an honor to represent such an authentic, better-for-you lifestyle brand. Lena and Steven have built a fantastic business with an evangelical customer base that not only weathered these trying times but has flourished through adversity. The future is incredibly bright for Xero, and we couldn’t be more proud to have helped the Company on its journey.”


Harrison Co. is a consumer-focused investment banking firm and unapologetic advocate for family-owned businesses. Harrison Co. works exclusively with owners and operators across the entire spectrum of the healthy lifestyle space, from farming to food to fitness. The team of experienced senior financial experts helps clients make critical strategic business, mergers, and acquisitions, and financing decisions to ensure optimal outcomes. Offices located in Fresno, San Francisco, Los Angeles, and London enable the partners to provide highly personal, customized service to their valued clients.

For more information visit www.harrisonco.com.

Shaun Kalnasy
+1 404 502 2946