NEW YORK--(BUSINESS WIRE)--Nov 24, 2025-- Wayflyer, the leading financing platform that has funded more than $5 billion in capital for brands worldwide, today announced its first-ever U.S. immersive retail activation: the House of Black Friday, running November 28 through December 2 at 95 Rivington Street in New York City. Far more than a pop-up, the event spotlights founder stories and real-world moments of discovery, illustrating how Wayflyer’s flexible funding helps SMBs break into new markets, acquire next-wave customers, and build brand equity in meaningful, tangible ways. Designed to coincide with the peak week of U.S. retail competition, the House of Black Friday brings together nearly 100 founder-led brands across fashion, beauty, wellness, food, beverage, and home.