Our Story

Founded by couple Tram Pham and Billy Buckles, Alpha Lion Holdings had a surreptitious start 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 purchased using some of her student loan money as part of the first business idea she ever had. 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 starting coming in and the product 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 12 years since they met, they have created or acquired 14 businesses and currently operate seven with multiple soon to launch. Their collection of socially conscious brands reflects the way they live and has grossed eight figures lifetime, with aggregate revenue growth all 11 years since launch.

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, fulfillment specialists, salespeople, and creatives whose talents blossom in our competitive environment.

They've come a long way from that tiny linen closet where Tram's dream nearly died.