SOS secures $7.6M in funding to grow smart wellness vending machines

June 26, 2023
SOS will leverage the investment to expand into sports arenas, entertainment venues and college campuses; the company also appoints Thayer Lavielle, executive vice president of Wasserman’s The Collective, to its board.

SOS, the female-founded company that is redefining wellness on the go through a fast-growing network of smart vending machines, announced $7.6 million in funding in two separate strategic partnerships: a $2.6 million investment round supported by Wasserman Ventures and $5 million round led by Urban Us Capital to support machine production and expansion. Through these partnerships, SOS will leverage the investment to expand into sports arenas, entertainment venues and college campuses.

With a sleek interactive touchscreen, SOS vending machines offer a range of exceptional just-in-time personal care and wellness products from brands including Rael, Hero Cosmetics and Luxury Brand Partners. Completely cardless and contactless for consumers, SOS machines also deliver targeted, interactive advertising and educational content when not in use. This digital component is a unique aspect of SOS machines and enables highly targeted brand-building and customer acquisition programs that help brands stand out in an increasingly competitive marketplace. 

Wasserman Ventures, the recently launched investment arm of Wasserman – a global leader in sports, music, entertainment and culture – will help accelerate SOS’s global amenity network by leveraging Wasserman’s extensive and connected network throughout entertainment venues and facilities, providing an enhanced consumer and fan experience. An increased global footprint will also help provide a direct and valuable channel for wellness brands through media sponsorship opportunities and product discovery in targeted, high-value entertainment locations. The investment round was also supported by various other angel investors. 

SOS has also appointed Thayer Lavielle, executive vice president of The Collective, Wasserman’s women-focused practice, to its board of directors. In the position, Lavielle will work with SOS to identify strategic opportunities that further its global footprint and shared mission to raise the visibility of women in business.

“SOS’s mission to elevate the needs of consumers – particularly women – through innovative technology is unique, filling a void in a fan’s experience at a venue while providing surprise and delightment,” Lavielle said in the announcement. “I am thrilled to join the board and work alongside two female founders who have had the vision to create a world where it is easier for anyone and everyone to live well.”

Susanna Twarog, co-founder and co-CEO of SOS, added in the announcement: “Aligning with Wasserman provides us the opportunity to work alongside a global partner who can help us open doors, shape our consumer narrative and scale our business to provide our wellness service and products to millions of fans and consumers,” “With this investment and Thayer on our board, we’re primed to grow our network, better serve our brand partners and change the on-the-go wellness game as the world knows it.” The $5 million raise was led by Urban Us Capital, a leading debt capital and impact investment firm. The round will help SOS accelerate machine production and global expansion.

“We are being met with overwhelming demand from entertainment venues, office spaces and public access locations,” Robina Verbeek, co-founder and co-CEO of SOS, said in the announcement. “Having capital available to expand our operations – currently focused on corporate commercial spaces and transit hubs – into places like schools and universities is of paramount importance. We are grateful to have a firm like Urban Us Capital as part of our growth story.”

Launched in 2020, SOS has grown its footprint to include placement of more than 100 vending machines at high-traffic areas including New York City’s iconic Rockefeller Center and top sporting venues such as Fenway Park, FLA Live Arena and TIAA Bank Field, in addition to a variety of public spaces around Boston, including the Prudential Center, South Station and more.

Committed to ensuring period care products are always free, SOS and its exclusive period care partner, Rael, have committed to giving away 200,000 tampons and pads at all of its locations within the next year.


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