The Craftory

The Craftory is a global investment house based in London, UK. It was founded in early 2018 as an alternative to Venture Capital. The current fund size is $375 million [1] in permanent capital and the firm only invests in ‘Challenger Brands’.[2]

The Craftory Ltd
Craftory
IndustryVenture Capital
Founded2018 (2018)
Headquarters170 Piccadilly,
London W1J 9EJ
Key people
Ernesto Schmitt
Elio Leoni Sceti
Jon Lunetta
Thiago Rodrigues
JP Thurlow
Simon David Miller
Jonathan Miller
Websitewww.thecraftory.io

Focus

The Craftory was founded in 2018 by Ernesto Schmitt[3] and Elio Leoni Sceti[4] specifically investing in new, digitally-activated consumer goods brands. Investors in the Craftory include Spice private equity/GP Investments, who invested $60 million in May 2018;[5][6][7][8] the remainder of the capital comes from private wealth. The Craftory actively invests in up to 10 challenger brands with annual revenues of more than $10m, in various consumer sectors including beauty, health, food, household and personal care.[9]

Investments

The Craftory has made multiple investments to date, ranging from AI-powered plant-based food replacements to period-proof swimwear and underwear; investments include

  • NotCo - 18M USD
  • Ruby Love - 15M USD
  • TomboyX - 18M USD
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References
  1. Daneshkhu, Scheherazade (14 May 2018). "The Craftory looks to back upstarts in fight against consumer giants". Financial Times. Retrieved 22 August 2018. Now, an investment group launching this week aims to nurture more of what it calls these “ disruptive challengers toppling lumbering giants ” by pumping $300m of private capital into the growth and development of upstart consumer goods companies.
  2. Daneshkhu, Scheherazade (19 June 2018). "How millennials' taste for 'authenticity' is disrupting powerful food brands". Financial Times. Retrieved 22 August 2018. He co-founded The Craftory, an investment group launched last month to help challenger companies grow.
  3. Roderick, Emma (19 June 2018). "The Platform Wars are Over: Now Comes the Battle of the Brands". lafosse. Retrieved 23 August 2018. Ernesto's latest venture is 'The Craftory,' an investment vehicle aimed at backing the world's boldest challenger brands in the consumer goods space. The Craftory is self-consciously not a fund – rather, it is an 'investment company,' which Ernesto describes as 'anti-corporate' and 'anti-VC.' Whatever you may wish to call it, the Craftory has $300 million in its back pocket, and is set to make waves across the FMCG market..
  4. Coyne, Andy (14 May 2018). "Investment newcomer The Craftory to focus on challenger brands". Just-Food. Retrieved 22 August 2018. Craftory was founded by technology entrepreneurs and investors Elio Leoni-Sceti and Ernesto Schmitt.
  5. Alves, Jose Luis (11 May 2018). "GP Investments investe US$ 60 mi em empresa de marcas de consumo". Exame/Reuters. Retrieved 23 August 2018. São Paulo – O grupo de private equity GP Investments anunciou nesta sexta-feira que sua subsidiária Spice Private Equity assinou um contrato para investir até 60 milhões de dólares na empresa de bens de consumo The Craftory.
  6. Farman, Madeleine (15 May 2018). "Spice commits $60m to new consumer goods platform The Craftory". Realdeals. Retrieved 22 August 2018. Spice commits $60M to The Craftory.
  7. Wastell, Kenny (14 May 2018). "Spice PE in $300m deal for The Craftory". Unquote. Retrieved 22 August 2018. Spice Private Equity has agreed to invest up to $300m in The Craftory, a newly-formed UK-based investment group focusing on consumer goods, alongside other investors.
  8. Boscolo, Rodrigo (11 May 2018). "GP Investments announces the launching of The Craftory". GP. Retrieved 22 August 2018. The Craftory is a revolutionary concept: a new investment company dedicated entirely to backing disruptive new challengers in the consumer goods space.
  9. Daneshkhu, Scheherazade (12 July 2018). "The Craftory aiuta le start up nella lotta ai colossi dei beni di consumo". Il Sole 24 Ore. Retrieved 22 August 2018. Molti grandi consumer group negli ultimi anni hanno costituito propri fondi capitale come mezzi per individuare e investire in nuovi trend: tra questi vi sono le aziende alimentari Mars, Kellogg's, Danone, la distilleria Diageo e Unilever, la società di prodotti alimentari e per la cura della persona. Ma The Craftory - il cui logo è una lupa che cerca con lo sguardo e con occhi simili a laser i suoi «cuccioli investimenti» - si considera essa stessa un gruppo di concorrenti, tanto quanto le aziende nelle quali spera di investire. «Si pensi al numero incalcolabile di fondi di investimento, con personale e uffici prontamente rimpiazzabili. Ecco, noi cerchiamo di proposito di essere diversi», ha aggiunto Schmitt.
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