PRESS

Sortis Holdings Acquires WLCR to Accelerate Digital Capabilities

Full-Service Digital Agency Brings Innovative, Industry-Leading Capabilities to Boost Brand Growth and Impact 

Portland, Ore. – June 22, 2022 – Sortis Holdings, Inc. (OTC: SOHI) (“Sortis” or the “Company”), a platform enabling highly scalable, experiential lifestyle brands to accelerate growth and impact, has announced that it acquired long-time partner WLCR, a full-service digital creative agency bent on direct to consumer (D2C) growth acceleration via technology-based solutioning.

Sortis’ growing portfolio of consumer brands share four key characteristics: passionate customer bases; differentiated brand identities; integrated commitment to Environmental, Social, and Governance (“ESG”) priorities; and digital tailwinds. To that end, WLCR will supercharge the digital efforts of Sortis’ portfolio brands to accelerate and scale both organically and inorganically. 

“The Sortis team has maintained strong partnership with WLCR since early 2020, and this acquisition comes as a natural and mutually beneficial progression of that relationship,” said Paul Brenneke, Executive Chairman of Sortis. “The WLCR team is not only trailblazers of digital marketing, having developed revolutionary eCommerce work with revered brands such as Nike, Intel, Ticketmaster, and the Comedy Store, among dozens of other companies, but their values directly align with the Sortis vision. Our teams are eager to come together to enhance the digital ecosystem of our portfolio of brands so they can continue to spark conversation and move culture forward through greater connectivity between brands, communities, and individuals.”    

WLCR was founded in 2009 to create strategic digital advantages for authentic and meaningful brands by developing and optimizing digital ecosystems and unlocking substantial benefit multiples for stakeholders. The agency leverages psychology and an intimate understanding of Human-Computer Interaction (HCI) to develop strategic tech-based approaches to business problem solving centered on art, technology, and an empathy-based user experience. These core strengths have driven WLCR to become one of the most highly sought-after innovation accelerators in the US, with a growing inbound partner roaster that includes some of the influential brands and celebrities in America. Starting today, WLCR will deliver an unfair advantage to the Sortis’ portfolio. A massive aggregation of first-party analytics, which will be used to assess consumer and market trends across millions of consumer and brand interactions, is among the first priorities. The addition of WLCR, a best-in-class full-service digital creative team, will allow Sortis to unlock the highest potential of its platform and continue to deliver perpetually greater results.

Adam Shearer, Founder and CEO of WLCR added, “all great ideas have their time. Few simultaneously have all the ingredients required to create a meaningful shift in human behavior or the consumer paradigm. The ecosystem we are creating at Sortis will allow our united team to intervene at the most opportune time in the life of a business by creating a confluence of the merchant, the money, and the moment. We are excited to expand our work across the full Sortis platform as it presents the perfect cross section of values and service with brands that are enthusiastic to cultivate and take their impact to the next level through technology.” 

Shearer brings more than 15 years of executive experience, backed by a formal education in Psychology, published research on human-computer interaction (HCI) and recommendation engines, and extensive applied experience as a consultant and thought leader for globally recognized brands. As part of the agreement, Mr. Shearer and WLCR will lead digital strategy and execution for Sortis’ portfolio companies as well as key, strategically identified, partners outside of the platform which will continue to nurture an ever-increasing relevance and digital agility to support the monumental growth of Sortis.

About Sortis Holdings, Inc.

Sortis Holdings, Inc. (OTC: SOHI) is a collection of brands that combine creative vision with business acumen. Sortis intends to power its brands across hotel & lodging, coffee, food & beverage, and beauty & wellness to drive culture forward, uniting purpose and profit to thoughtfully scale its companies and offer exceptional experiences to its customers. To learn more about Sortis, please visit sortisholdings.com

About WLCR

WLCR accelerates growth, relevance, and durability by perfecting your digital ecosystem and maximizing ROI. The key to our success record is a seamless blend of entrepreneurial perspective, the ability to parse risk and opportunity simultaneously, our unique smooth funnel architecture, and our soup to nuts digital toolkit.

We identify the primary goals, values, and concerns of all ecosystem stakeholders, from consumer to shareholder, and then apply data-based insights to pragmatic problem solving. While some agencies make decisions based on data, and others make decisions from the gut, we recognize and act on both at speed. 

In addition, and in contrast to other creative agencies, WLCR partners directly with PE, VC, and AI capital (and their portfolios) as well as other visionaries, founders, and business leaders in a way that accelerates innovation at every step. As a result, we consistently achieve what most agencies fail to ever understand: Business.

Forward-Looking Statements Disclaimer

Certain statements in this press release are forward-looking statements. Forward-looking statements generally are accompanied by words such as “believe,” “may,” “will,” “estimate,” “continue,” “anticipate,” “intend,” “expect,” “should,” “would,” “plan,” “predict,” “potential,” “seem,” “seek,” “future,” “outlook,” and similar expressions that predict or indicate future events or trends or that are not statements of historical matters. All statements, other than statements of present or historical fact included in this press release, are forward-looking, including statements: regarding future operations of businesses recently acquired by Sortis; potential future acquisitions; attributes of the Sortis platform; and growth opportunities. These forward-looking statements are subject to a number of risks and uncertainties, including the inability of the parties to successfully or timely complete proposed or desired transaction; failure to realize the anticipated benefits of proposed transactions; the challenges with managing a diversified business portfolio; and risks associated with the acquired businesses, including changes in customer behavior or government regulation to address COVID-19. If any of these risks materialize or our assumptions prove incorrect, actual results could differ materially from the results implied by these forward-looking statements. 

Sortis Press Contact
Gateway Group, Inc.
Zach Kadletz
949-574-3860
SOHI@Gatewayir.com


Sortis Investor Relations Contact
Gateway Group, Inc.
Cody Slach and Cody Cree

949-574-3860
SOHI@Gatewayir.com

Fellow Barber Pens Deal to Merge with Rudy’s Barbershops

Industry Leaders Join Forces Through Sortis Holdings to Elevate, Empower, and Expand the Barbering Workforce

NEW YORK (July 19, 2022) – Fellow Barber, a New York-born chain of elevated barbershops, today
announced an agreement with Sortis Holdings, Inc. (OTC: SOHI) (“Sortis”) that will merge the grooming
company with Seattle’s iconic Rudy’s Barbershop (“Rudy’s”). This merger will elevate the barbering
industry and empower its combined workforce. It also aligns Fellow Barber with original lifestyle brands
with purpose and impact. The Sortis team is building a platform that enables sustainable growth, cultural
equity, and scalable innovations for brands with things to say. The goal is to unite consumer brands with a strong point-of-view and unique brand identities, a passionate customer base and a deep commitment to Environmental, Social, and Governance (ESG).


With the market for upscale men’s grooming growing across the country, the merger with Rudy’s is a
natural fit. Behind Rudy’s is Sortis Holdings, a Portland, Oregon-based platform company enabling
highly scalable, experiential lifestyle brands to accelerate growth and impact. Sortis acquired Rudy’s out
of bankruptcy in 2020, bringing back the brands co-founders to return the DNA that makes the Rudy’s
experience so unique. Despite being forced to close its doors during the onset of COVID-19, Fellow
Barber prevailed and both brands are now uniquely positioned for growth as they remain largely
unaffected by the residual effects of the pandemic such as supply chain delays, inflation, and employee
retention.


“Rudy’s Barbershops has always been an inspiration to me,” said Sam Buffa, CEO & Founder of Fellow
Barber. “We recently had an opportunity to purchase a few of the former Rudy’s locations in LA, which
was a dream. Now, we will be able to operate side-by-side for a common goal – bettering the industry for
our skilled barbers and spreading the barbershop culture to even more excited clientele, especially as the men’s grooming market continues to grow rapidly.”

As part of the merger, Buffa will lead both Fellow Barber and Rudy’s Barbershops. His 15-plus years of
experience in the industry has been spent finding solutions to better the barbering industry and bring back the esteem it once held by way of a barber-first approach. Those experiences position him well to partner with Ryan Suddendorf, who will become the VP and COO of Barbershops, to guide both brands through their next stage of growth.

“This merger was a natural fit for two iconic brands,” said Paul Brenneke, Executive Chairman of Sortis.
“The opportunity for growth in this industry will be driven by these brands’ consumer and barber-first
approach. We are well positioned to leverage capabilities, specifically digital, to expand consumer reach
and bring new barbers into the industry.”

“When Alex, David, and I founded Rudy’s, we worked to build an inclusive space that focused on
connection, care and community,” said co-founder Wade Weigel. “That simple mission is at the core of
barbershops, and we’ve long admired Fellow Barber for taking this charge to heart. We’re excited to build
on these shared values as we continue to grow under a united sense of purpose.”

While Fellow Barber and Rudy’s will continue operating as separate brands, the merger provides a
common infrastructure that provides access to capital, real estate strategy expertise, creative and
operational talent, and cutting-edge digital capabilities. Education is also a primary focus for Fellow
Barber and Rudy’s, which plans to expand its existing apprenticeship program with the launch of a barbering academy that brings hands-on education to licensed, professional stylists and barbers from all
over the country.

Both Fellow Barber and Rudy’s will continue to explore expansion opportunities in their respective
regions with Fellow opening three new locations in New York City this year, which includes their
recently opened flagship in Hudson Yards. Similarly, after the recent opening of their Downtown
Beaverton, OR location in June, Rudy’s also is set to launch two additional locations in 2022 and early
2023 in Totem Lake, WA and Cedar Hills Crossing in Oregon.
  
About Fellow Barber
Founded by Sam Buffa and William Tigertt in 2006, Fellow Barber is committed to elevating the craft of
barbering. Often credited for the revival of the time-honored barbershop traditions, Fellow Barber’s
expertly trained barbers provide classic cuts and straight razor shaves to a discerning clientele who seek a hassle-free, yet high-quality experience without the pretensions of a salon. By leading the barbershop
renaissance, Fellow Barber has spawned a new barbering subculture, raised the overall barbering wage
nationwide, and created new jobs.

Since opening its first shop in the Lower East Side of Manhattan, Fellow Barber has independently
expanded to 11 locations throughout Manhattan, Brooklyn, Los Angeles and San Francisco – all of which
have a unique aesthetic inspired by the diversity of the neighborhood and clientele. The brand also
developed its own line of expertly crafted, professional quality grooming products, which is carried in
select barbershops and retailers, and online at FellowBarber.com, SAKS.com, Amazon.com, and
Nordstrom.com.


About Rudy’s Barbershops
Since its founding in 1993, Rudy’s Barbershop has been the authority on effortless style, combining self-
care with culture. They pioneered the modern barbershop movement and redefined a new generation of
beauty and grooming, starting with one location in the grungy heart of Seattle and expanding down to
PDX, NYC, ATL and PHX. Rudy’s now operates 31 locations in five states and has a line of grooming
products sold at Rudy’s, online and through select retailers nationwide.
About Sortis Holdings, Inc.

Sortis Holdings, Inc. (OTC: SOHI) is a collection of brands that combine creative vision with business
acumen. Sortis intends to power its brands across hotel & lodging, coffee, food & beverage, and beauty & wellness to drive culture forward, uniting purpose and profit to thoughtfully scale its companies and offer exceptional experiences to its customers. To learn more about Sortis, please visit sortisholdings.com.

Fellow Barber Press Contact
Fellowbarber@5wpr.com
(212) 999-5585


Sortis Press Contact
Gateway Group, Inc.
Zach Kadletz
949-574-3860
SOHI@Gatewayir.com


Sortis Investor Relations Contact
Gateway Group, Inc.
Cody Slach and Cody Cree

949-574-3860
SOHI@Gatewayir.com

Sortis Holdings Provides Business Update on Board of Director Changes

Portland, Ore. – March 25, 2022 – Sortis Holdings, Inc. (OTC: SOHI) (“Sortis” or the “Company”), a platform enabling highly scalable, experiential lifestyle brands to accelerate growth and impact, has announced the resignation of two independent directors, Stan Morris and Gary Delorit, effective January 17, 2022.

Morris and Delorit were founding directors for the legacy banking and fund management businesses. They are retiring following their 27 years of service and in conjunction with Sortis’s strategic transition to a collection of scalable lifestyle brands.

“As we continue to position Sortis as a platform business with a focus on brands that spark conversation
and move culture forward, we are also aligning our board of directors with the new vision,” said Paul
Brenneke, Executive Chairman of Sortis. “With Stan and Gary’s retirement, we anticipate announcing
appointments of additional board members who will bring relevant lifestyle industry expertise. I’d like to
thank Stan and Gary for their invaluable contributions to our board over the past three decades, and we
wish them the best of luck in their future endeavors.”

About Sortis Holdings, Inc.
Sortis Holdings, Inc. (OTC: SOHI) is becoming a collection of brands that combine creative vision with
business acumen. Sortis intends to power its brands across hotel & lodging, coffee, food & beverage, and beauty & wellness to drive culture forward, uniting purpose and profit to thoughtfully scale its companies and offer exceptional experiences to its customers. To learn more about Sortis, please visit
sortisholdings.com.

Forward-Looking Statements Disclaimer
Certain statements in this press release are forward-looking statements. Forward-looking statements
generally are accompanied by words such as “believe,” “may,” “will,” “estimate,” “continue,” “anticipate,”
“intend,” “expect,” “should,” “would,” “plan,” “predict,” “potential,” “seem,” “seek,” “future,” “outlook,”
and similar expressions that predict or indicate future events or trends or that are not statements of
historical matters. All statements, other than statements of present or historical fact included in this press release, are forward-looking, including statements: regarding future operations of businesses recently acquired by Sortis; potential future acquisitions; attributes of the Sortis platform; and growth
opportunities. These forward-looking statements are subject to a number of risks and uncertainties,
including the inability of the parties to successfully or timely complete proposed or desired transaction;
failure to realize the anticipated benefits of proposed transactions; the challenges with managing a
diversified business portfolio; and risks associated with the acquired businesses, including changes in
customer behavior or government regulation to address COVID-19. If any of these risks materialize or our
assumptions prove incorrect, actual results could differ materially from the results implied by these
forward-looking statements.

Investor Relations Contact
Gateway Investor Relations
Cody Slach and Cody Cree
949-574-3860
SOHI@gatewayir.com

Sortis Holdings Initiates Transition to an Operator of Scalable, Lifestyle Brands

This transition includes:

• Transitions Fund Management Business

• Announces Acquisitions of Bamboo Sushi, Rudy’s Barbershops, and Current Co Brands

• Appoints Proven Consumer Finance Executive, Ryan Smith, as Chief Financial Officer

Portland, OR – January 18, 2022

Sortis Holdings, Inc. (OTC: SOHI) (“Sortis”), a leader in diversified alternative investment strategies, is providing a business update on several key initiatives as it transitions to become a platform enabling highly scalable, experiential lifestyle brands to accelerate growth and impact.

Transition of Sortis Fund Management

On December 31, 2021, Sortis sold its fund management business to Sortis, LLC (“Sortis Fund Management”), a private entity owned and operated by former Sortis Holdings managers. The asset purchase was seller financed through a promissory note. With the divestiture, Sortis is positioned to execute its brand platform strategy. 

Strategic Acquisitions

The initial transactions in support of the new business strategy include several noteworthy acquisitions to expand its portfolio into the restaurant and beauty and wellness space.

On December 31, 2021, Sortis acquired Sustainable Restaurant Group, the Oregon-based operators of nine Bamboo Sushi (“Bamboo”) restaurants across four states, through a combination of cash, debt and stock. In 2008, Bamboo became the world’s first certified sustainable sushi restaurant. Since then, it has changed how consumers eat, how the industry operates, and continually aspires to protect the planet, the ocean, and the evolving global ecosystem. Bamboo is pushing the conversation forward on sustainable fishing while simultaneously serving innovative, delicious fare.

On December 31, 2021, Sortis acquired Rudy’s Barbershops (“Rudy’s”), the Washington-based operator of 30 locations, including 11 former company-owned Bishops Barbershops locations, as part of a share exchange agreement. For 29 years, Rudy’s Barbershop has been the authority on effortless style, combining self-care with culture. Rudy’s pioneered the modern barbershop movement and redefined a new generation of beauty and grooming, starting with one location in the heart of Seattle and expanding to Oregon, Georgia, Arizona, and NYC. 

On December 31, 2021, Sortis acquired Current Co Brands, Inc., an upstart hospitality developer originally formed as a joint venture between Sortis and five hospitality industry veterans. The portfolio of Current Co Brands, Inc. includes management of the Mayflower Park Hotel in Seattle and the Ace Hotel in Portland and anticipates the development of several new hospitality brands.

With this new platform, Sortis begins to bring together an ecosystem of original brands with purpose and impact. As stewards of legacy and new companies alike, the platform will enable sustainable growth, cultural equity, and scalable innovation for brands with things to say. Sortis’ goal is to build a portfolio of consumer brands that share four key characteristics: a passionate customer base, differentiated brand identity, commitment to Environmental, Social, and Governance (“ESG”) priorities, and digital tailwinds. Sortis believes these acquisitions are strongly aligned with these attributes and offer significant growth opportunities. With a platform that provides enhanced access to capital, real estate strategy expertise, creative and operational talent, and cutting-edge digital capabilities, Sortis believes it can accelerate these brands’ ability to scale both organically and inorganically.

“These acquisitions mark a new beginning for Sortis as we transition into a platform business with a focus on brands that spark conversation and move culture forward,” said Paul Brenneke, Executive Chairman of Sortis. “Bamboo Sushi is the forerunner in sustainable sourcing in the restaurant industry and Rudy’s is a pioneer in LGBTQ-inclusive policies and practices within the beauty industry. We look forward to leveraging our expertise to scale these and other forward-thinking businesses under the Sortis umbrella.”

CFO Appointment

Sortis, beginning the strategic transition to an operator of scalable, lifestyle brands, has appointed Ryan Smith as its Executive Vice President and Chief Financial Officer. In addition to leading Finance, Accounting, Technology, and Human Resources, Smith will serve as a strategic business advisor to the CEO and broader executive leadership team.

Smith brings over 20 years of corporate finance experience with broad consumer, product, brand, distribution and operational expertise. He spent two decades at Nike (NYSE: NKE), where he held numerous domestic and international roles in the finance function, including roles as divisional CFO and leadership roles in Investor Relations, Business Planning, Corporate Audit, Revenue and Gross Margin Planning, and Commerce. Prior to Nike, Smith spent five years as an active CPA in public accounting.

Commenting on his appointment, Smith stated: “It’s an exciting time to be joining the Sortis team as we embark on the transition to a platform that can accelerate growth among a variety of strong lifestyle brands. Having been a finance leader for numerous businesses within Nike for two decades, I am confident in my abilities to guide Sortis through this strategic transition. I look forward to leveraging my deep consumer and operational experience, along with my expertise in building organizations and integrating acquisitions, to strengthen the performance of our current and future portfolio companies.”

Brenneke concluded: “As we embark on this transition, it was imperative that we had a CFO with a proven track record of delivering results and creating value. Ryan is a high-impact executive who brings a compelling blend of strategic and capital allocation discipline, deep operating skills, and transformational leadership abilities. He is the perfect candidate to drive the business as a member of our executive leadership team given his experience at one of the most recognizable consumer brands in the world.” 

Incorporation Change and Stock Transactions

On December 31, 2021, Sortis changed its corporate domicile from Oregon to Delaware, adopted new charter documents, and issued new shares constituting approximately 10% of post-acquisition outstanding shares to affiliates of Executive Chairman Paul Brenneke resulting from the redemption of preferred stock and conversion of previously issued warrants. 

About Sortis Holdings, Inc.

Sortis Holdings, Inc. (OTC: SOHI) is becoming a collection of brands that combine creative vision with business acumen. Sortis intends to power its brands across hotel & lodging, coffee, food & beverage, and beauty & wellness to drive culture forward, uniting purpose and profit to thoughtfully scale its companies and offer exceptional experiences to its customers. To learn more about Sortis, please visit sortisholdings.com

About Sortis, LLC

Sortis, LLC is a leader in diversified alternative investment strategies focused on real estate, lending, distress situations and rescue opportunities. Sortis Funds include the Sortis Rescue Fund, the Sortis Income Fund, and the Sortis Opportunity Zone Fund. Operating under the principles of client focus, integrity, hard work and creativity, Sortis, LLC provides its accredited investors with well-managed, diverse asset-based investment strategies. Learn more at sortis.com.

Forward-Looking Statements Disclaimer

Certain statements in this press release are forward-looking statements. Forward-looking statements generally are accompanied by words such as “believe,” “may,” “will,” “estimate,” “continue,” “anticipate,” “intend,” “expect,” “should,” “would,” “plan,” “predict,” “potential,” “seem,” “seek,” “future,” “outlook,” and similar expressions that predict or indicate future events or trends or that are not statements of historical matters. All statements, other than statements of present or historical fact included in this press release, are forward-looking, including statements: regarding future operations of businesses recently acquired by Sortis; potential future acquisitions; attributes of the Sortis platform; and growth opportunities. These forward-looking statements are subject to a number of risks and uncertainties, including the inability of the parties to successfully or timely complete proposed or desired transaction; failure to realize the anticipated benefits of proposed transactions; the challenges with managing a diversified business portfolio; and risks associated with the acquired businesses, including changes in customer behavior or government regulation to address COVID-19. If any of these risks materialize or our assumptions prove incorrect, actual results could differ materially from the results implied by these forward-looking statements. 

Investor Relations Contact

Gateway Investor Relations

Cody Slach and Cody Cree

949-574-3860

SOHI@gatewayir.com