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The Craftory is a consumer venture capital fund founded in 2018, with offices located in London and San Francisco. The firm manages a total capital of $550 million, focusing on responsible consumer packaged goods (CPG) brands. The Craftory aims to support brands that not only generate revenue but also contribute positively to society and the environment. This dual focus on profitability and impact sets it apart in the venture capital landscape.
Since its inception, The Craftory has established itself as a significant player in the consumer investment space, emphasizing growth-stage investments. The firm has a portfolio of 11 companies, showcasing its commitment to brands that align with its mission of driving meaningful change. Notable milestones include the successful exit of Edgard & Cooper to General Mills, highlighting the firm's ability to identify and nurture high-potential brands.
The Craftory specializes in growth-stage investments within the consumer packaged goods (CPG) sector. The firm targets Series A, B, and C funding rounds, specifically seeking brands that generate over $15 million in annual revenue and demonstrate a growth trajectory of at least 30% per year. This focus on established brands allows The Craftory to partner with entrepreneurs who are committed to driving positive change within their categories.
Investment criteria emphasize measurable impact metrics and responsible business models. The Craftory does not invest in seed-stage, tech, hardware, or software companies, ensuring that its portfolio remains concentrated on physical consumer products. The firm operates globally, with a particular emphasis on markets in North America and Europe, aligning its investments with brands that prioritize sustainability and social responsibility.
The Craftory's portfolio includes a diverse range of consumer brands, each committed to responsible practices:
This portfolio reflects The Craftory's commitment to investing in brands that not only achieve financial success but also contribute positively to society and the environment.
Elio Leoni Sceti: Co-Founder, previously CEO of Iglo Group/Birds Eye and held roles at P&G and Reckitt. He brings extensive experience in the consumer packaged goods sector.
Ernesto Schmitt: Co-Founder, with a strong background in consumer brands and investment strategies.
Anthony Jenkinson: Partner - Go to Market, focusing on market strategies for portfolio companies.
Atkins Dondo: Finance Director, overseeing financial operations and strategy.
Ananya Chowdhury: Investor, contributing to investment decisions and portfolio management.
Thiago Rodrigues: Senior Partner and Investor, with expertise in scaling consumer brands.
Jamie Swango: Partner - Marketing, specializing in marketing strategies for consumer products.
Simon David Miller: Partner - Product Innovation, focusing on product development and innovation.
Jonathan Miller: Partner - Scale Up, assisting brands in scaling operations effectively.
To pitch to The Craftory, founders should visit this contact page. The firm prefers detailed decks that outline the brand's mission, growth metrics, and impact strategies. A warm introduction is beneficial, but not mandatory. Response times may vary, so patience is advised after submission.
In recent months, The Craftory has continued to expand its portfolio, focusing on responsible consumer brands. Notable activity includes the exit of Edgard & Cooper to General Mills, marking a significant milestone for the firm. The Craftory remains active in identifying and investing in brands that align with its mission of sustainability and social impact.
The firm has also emphasized its commitment to measurable impact metrics, reporting significant achievements such as saving over 10 billion liters of water and diverting more than 11.5 million pieces of plastic from landfills through its portfolio companies.
What are The Craftory's investment criteria?
The Craftory invests in growth-stage consumer brands, specifically in the CPG sector. They target brands generating over $15 million in annual revenue and exhibiting a growth trajectory of at least 30% per year.
How can I pitch to The Craftory?
Interested parties can visit The Craftory's contact page for pitches or applications. Email addresses for key team members are available on their respective LinkedIn profiles.
What makes The Craftory different from other VCs?
The Craftory focuses exclusively on responsible consumer brands, providing patient capital and leveraging the operational experience of its founders in the CPG sector. This approach allows them to support brands with measurable social and environmental impact.
What is The Craftory's geographic scope?
The Craftory operates globally, with a particular emphasis on North America and Europe. They seek to invest in brands that align with their mission of sustainability and social responsibility.
What is the typical check size for investments?
The Craftory typically invests $15 million and above in its portfolio companies, focusing on growth-stage investments.
What kind of post-investment involvement does The Craftory have?
The Craftory provides operational support and strategic guidance to its portfolio companies, leveraging the extensive experience of its founders in the consumer packaged goods sector.
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