Our Story

Founded by couple Tram Pham and Billy Buckles, the seed for Alpha Lion Holdings was planted surreptitiously in Tram's hallway linen closet in Los Angeles shortly after they met in 2010. There, lonely in the dark, sat a few thousand dollars worth of inventory she had purchased for a business idea using some of her student loan money. The items languished away as she struggled to think of ways to sell them. She started dating Billy, and he gave her tips for how to market the products online. Dates fused into full blown brainstorming sessions, as they had little free time outside of their maturing careers in integrative medicine and digital ad tech, respectively.

Soon, sales started coming in and the product inventory outgrew the closet and took over the area under the bed, the kitchen, the spare bedroom, and eventually even the guest house. In 2016, they rented their first warehouse space, and that's when things got serious as they suddenly had extra room to fill with more ideas.

Now 14 years since they met, they have created or acquired 15 businesses and currently operate four. Their collection of brands have grossed tens of millions lifetime, a far cry from the humble origins of the linen closet.

What was once just a 10-hour per week partnership has now grown into a remote global team of digital analysts, product developers, writers, programmers, creatives and accountants whose talents blossom in our competitive and nurturing environment.