We invest in consumer brands where operational discipline, distribution design, and brand architecture, not ad spend—drive outcomes.
We prefer businesses tied to daily behavior, with clear unit economics, clean governance, and a defined role for GP involvement.
Summary only. Any offer is made solely through the Fund’s official offering documents.
The Unifying Thesis
We treat brand as infrastructure. The goal is durable demand, defendable margin,
and distribution that can scale without breaking unit economics or governance.
We back teams who can run a real operating system: pricing logic, supply chain integrity, channel sequencing,
and repeat purchase behavior. Then we support execution where it matters.
What We Underwrite
Demand and Repeat Behavior
Clear “why buy again” logic, not one-time novelty.
Category where trust compounds (health, pets, daily-use gear).
Evidence of willingness-to-pay and pricing power.
Unit Economics and Operational Reality
COGS discipline and a margin path that survives scale.
Manufacturing + fulfillment that can scale without quality collapse.
Channel mix that is engineered, (not hoped for.)
Where We Add Value
Brand Architecture
Naming, positioning, and story discipline tied to real behavior.
Packaging and presentation that match the price point.
Message clarity that improves conversion without hype.
Distribution and Activation
Early adoption communities and channel sequencing.
Retail readiness: margins, velocity story, and operator cadence.
Governance that protects brand equity and avoids chaos.
In consumer, “growth” is not the product. Durable repeat behavior is the product. We invest where the operator can shape that.