Our mandate sits within B2C and consumer-adjacent categories including apparel, food and drink, wellness, personal care, homeware, pet care, and hospitality.

Deep category expertise, a compelling personal story, or a track record of building — ideally all three.

The founders who perform best are the ones who could not find what they needed on the shelf and were viscerally frustrated by that gap. Spotted-a-category-opportunity founders rarely build the same kind of brand.

We prefer businesses with meaningful revenue and clear growth momentum. If you are pre-revenue, we are likely not the right partner yet — but we would be glad to have you on our radar for when you are ready.

We invest in rounds of £500k–£3m. We can lead or co-lead at Seed, and occasionally at Pre-Seed or Series A when the conviction is strong. Our cheques are typically £250k–£1m.

We are not looking for businesses that burn capital indefinitely. We want to see a credible path to sustainable unit economics and, ultimately, a meaningful exit. If your model requires paid acquisition to work at seed stage, that is a structural problem that rarely resolves itself later. The brands we back find their first customers through the product, not the ad budget.