LP Spotlight is a new series highlighting the accomplished operators, investors and industry leaders who make up the Super Angel Network.
For our second issue, meet Peter Kang, Co-Founder and Chairman of Barrel Holdings.
Barrel Holdings acquires, builds and grows specialized agencies that help businesses with e-commerce, digital marketing and growth across platforms including Shopify, Amazon and Webflow.
Peter grew up in New Jersey after immigrating to the U.S. from Korea. He attended Columbia University and spent a year at Lehman Brothers before co-founding Barrel with Sei-Wook Kim in 2006.
Over the next 18 years, they built Barrel into a leading e-commerce agency, working with brands including L’Oréal Paris, Hu, Once Upon a Farm, KIND Snacks and McCormick & Co.
In 2021, they launched Barrel Holdings, expanding beyond their original business by launching and acquiring other agencies. In 2024, they stepped away from Barrel’s day-to-day operations to focus full-time on the holding company, supporting the leaders across its portfolio of six specialized agencies.
Peter is also the author of The Holdco Guide, a book for entrepreneurs looking to move from running one business to owning a portfolio of cash-flowing operating companies.
Beyond Barrel Holdings, Peter shares lessons on building and running agency businesses through his personal blog, including his monthly Agency Journey series. He and Sei-Wook also run AgencyHabits, a resource for agency operators.
I’m proud to have Peter as an LP in SuperAngel.Fund. He brings nearly two decades of experience helping consumer brands grow, building an enduring business and supporting other entrepreneurs as they scale their own.
Connect with Peter through his LinkedIn, X and learn more about Barrel Holdings.
Get to know Peter in this week’s Q&A 👇
Tell us a little about your background and what you’re focused on today.
Peter: My family immigrated to the US when I was 6 years old. I grew up in New Jersey, played a lot of sports growing up (football, basketball, and track), and went to Columbia University for my undergrad. I did a brief stint in finance at Lehman Brothers after graduation before founding Barrel, my first digital agency business with my co-founder Sei-Wook Kim.
We would go on to run and grow that business over the next 15+ years. We then began to spin out, incubate, and acquire new agency businesses, forming a holding company and shifting from agency operators to agency investors. We now oversee a portfolio of 6 specialized agencies that range from CPG-focused Amazon and Shopify firms to B2B digital marketing.
What motivated you to become an LP in SuperAngel.Fund?
Peter: We really appreciate Ben’s approach to relationships and his passion for supporting founders. We saw that SuperAngel.Fund was already invested in many of our clients and tech partners, so it was a great opportunity to further immerse ourselves with companies doing really interesting things.
What qualities distinguish exceptional founders and business leaders?
Peter: Exceptional founders and business leaders have the ability to focus and out-execute, especially when it comes to surrounding themselves with the right talent and making sure their plans get carried out. They act with a sense of urgency while paying attention to the details and being relentless about making progress.
What advice would you give an entrepreneur starting a business today?
Peter: Always be recruiting and continually share your story to find those who can help you. The right hire at the right time can make all the difference.
What is your favorite app or tool in your professional or personal life?
Peter: Readwise, which surfaces highlights from books I've ready for me to review daily.
What do you love doing outside of work?
Peter: I enjoy working out in my home gym (my happy place), pairing a nice bottle of wine with a home meal, and hiking with my kids.
What other types of investments or opportunities are you most excited about, and what draws you to them?
Peter: I’ll talk my own book here -- we’re excited about small specialized agencies that provide valuable technical or marketing support for their clients. The combination of AI, remote work, and growing complexity of the martech space can be fertile ground for profitable, high-growth agency businesses that don’t necessarily require high headcount.
SuperAngel.Fund is an early-stage venture capital fund led by Ben Zises that invests in Consumer, PropTech, & Future of Work 😇.
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