# SLS Journey

SLS Journey is a Venture Capital based in Seal Beach, United States.

## Overview

- **Organization type:** Venture Capital
- **Headquarters:** Seal Beach, United States
- **Region:** North America
- **Address:** Seal Beach, CA, United States
- **Founded:** 2020
- **Assets under management:** Undisclosed
- **Website:** slsjourney.com

## Regulatory record

- **Reports private funds:** No

## About

SLS Journey is an investment firm incubating and investing in seed and early-stage opportunities with disruptive ideas in the areas of fashion, wellness, beauty and technology. It is the new investment arm of MadaLuxe Group. Sandy Sholl is CEO and Founder.

## Sectors

- Fashion
- Wellness
- Beauty
- Consumer Tech
- AI/ML

## People

- Sandy Sholl — CEO & Founder

## Questions

### Who makes investment decisions at SLS Journey?

Sandy Sholl, the CEO and Founder of SLS Journey, is the sole named investment decision-maker publicly associated with the firm. She draws on over 30 years of operating experience in the fashion and luxury sectors, including co-founding MadaLuxe Group. The firm’s public materials do not list additional investment committee members or partners.

### How is SLS Journey related to MadaLuxe Group?

SLS Journey is the dedicated investment arm of MadaLuxe Group, the off-price luxury distribution company co-founded by Sandy Sholl. MadaLuxe established SLS Journey to formalize its seed and early-stage investing activities in consumer technology. The two entities operate under shared ownership, with Sholl serving as Chairperson of MadaLuxe Group and CEO of SLS Journey.

### Which sectors does SLS Journey focus on?

SLS Journey invests at the convergence of fashion, wellness, beauty, and technology. The firm’s website specifically highlights machine learning, AI-driven personalization, and circular fashion technologies. Portfolio examples include PSYKHE (AI-powered fashion recommendation) and Reflaunt (luxury resale infrastructure), which together map the firm’s dual interest in personalization engines and the secondhand luxury economy.

### Where does SLS Journey’s capital originate?

The firm’s capital is funded through Sandy Sholl’s operating businesses, primarily MadaLuxe Group, which she built into a high-end off-price leader generating significant revenue. SLS Journey is structured as an extension of this operating P&L, distinguishing its capital base from a traditional externally raised venture fund.

## Related profiles

- [Slauson & Co.](https://altss.com/profile/slauson-and-co)

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Last updated: 2026-08-11T15:08:11.274Z

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