VMG Catalyst

VMG Catalyst is a private equity growth expansion fund managed by VMG Partners, a firm established in 2005 and headquartered in San Francisco, California, with additional offices in Los Angeles, New York City, and Irvine. VMG Partners focuses on investing in lower middle market branded consumer products companies, particularly in sectors such as lifestyle, wellness, food and beverage, personal care, pet care, and leisure. The firm typically seeks investments ranging from $10 million to $30 million in companies with revenues between $5 million and $500 million, often taking a majority stake. With a seasoned team of partners, VMG Partners leverages their combined expertise in operating, marketing, and investing to source proprietary transactions and enhance brand value. VMG Catalyst specifically targets investments in information technology and marketing technology sectors, aligning with the firm's commitment to driving growth in consumer-facing industries across the United States.

Dhruv Bansal

Investor

David Baram

Co-Founder and Managing Director

Eliza Becker

Vice President

Jose Bermudez

Investor

Kara Cissell-Roell

Founding Partner

Kate Feeley

Associate

Khira Gabliani

Principal

Rebecca Gilbert

Associate

Ian Hall

Associate

Angad Hira

CFO

Brooke Kiley

Partner

Jon Marshall

Partner

Michael Mauzé

General Partner

Evan Mintz

Investor

Cassie Nielsen

Talent Partner

McConnell Smith

Partner

Chris Speier

Senior Associate

Michael Tanner

Senior Associate

Alisa Williams

Partner

Kathy Yuh

Senior Associate

41 past transactions

Solidcore

Private Equity Round in 2023
Solidcore operates a chain of fitness studios that focuses on full-body, low-impact, high-intensity workout sessions. These classes are designed to engage participants through a variety of movements, including squats, planks, and lunges, utilizing slow, controlled, weighted movements to effectively challenge and tone the body. By emphasizing constant tension and muscle engagement, Solidcore workouts aim to break down muscle fibers, allowing them to rebuild stronger and leaner. The studios foster a supportive and motivating environment, promoting personalized attention and accountability among participants while maintaining a sense of community.

Treat AI

Seed Round in 2023
Treat is a customer acquisition channel that delivers leads to e-commerce brands.

Maev

Series A in 2022
Maev, Inc. is a New York-based company focused on dog wellness through the provision of nutrition-rich food and supplements. Founded in 2018, Maev manufactures a variety of products, including raw food bowls, vitamin-enriched bars, and bone broth, all made from ingredients approved for human consumption. The company emphasizes a tailored approach to pet nutrition, offering diet consultancy services that consider factors such as breed, age, weight, activity level, and lifestyle. Maev operates primarily through an online platform, providing a daily bowl subscription model to help dog owners ensure their pets receive holistic nutrition. This approach aims to fill dietary gaps for urban dogs while fostering a supportive community in New York City.

Afresh

Series B in 2022
Afresh Technologies Inc. develops supply chain software that leverages artificial intelligence to reduce waste and enhance the freshness of perishable food items. Founded in 2017 and based in San Francisco, the company offers a platform designed to assist grocery stores and wholesalers in managing the complexities associated with fresh produce. This software tracks demand and manages orders by forecasting future needs based on the analysis of millions of data points. It provides features such as inventory optimization, procurement support, and markdown strategies, enabling clients to make data-driven decisions about the quantity of perishables to stock. By facilitating accurate item-level predictions and replenishment recommendations, Afresh helps businesses minimize waste, maintain product freshness, and improve overall profitability.

Milk Moovement

Series A in 2022
Milk Moovement is a Developer of a dairy supply chain management platform designed to track milk pick-ups and monitoring milk production. The company's platform is a comprehensive tool that tracks dairy production and quality by using a cloud-based web and mobile solution, giving users access to key information in real-time, enabling all supply chain stakeholders (producers, processors, transporters, testing labs, and cooperatives) to have access to milk performance metrics and in-depth information on current production, quality, and historical data right at their fingertips.

Redbud Brands

Venture Round in 2022
Redbud Brands is a brand development studio focused on creating disruptive companies in the consumer space, particularly within the premium consumer packaged goods sector. The firm partners with visionary founders and executives, providing them with resources and services to launch and scale innovative brands. Redbud Brands emphasizes 'better-for-you' products and offers access to capital, a shared services platform featuring a network of experienced executives, and strategic relationships with retailers, distributors, and suppliers. This comprehensive support system is designed to empower entrepreneurs to build transformative and sustainable businesses that aim to make a positive impact on society.

Nowsta

Series B in 2022
Nowsta, Inc. is a technology company founded in 2014 and headquartered in Brooklyn, New York. The company offers an all-in-one software platform designed for hourly and event-based workforces, which includes features for scheduling, time tracking, and financial technology solutions. By leveraging advancements in machine learning and payment technologies, Nowsta aims to enhance the management capabilities of employers, enabling them to efficiently oversee their hourly workforce. The platform focuses on improving communication and payment processes for hourly wage employees, thereby transforming the way companies manage labor.

Mantra Health

Series A in 2022
Mantra Health is a developer of a mental healthcare platform specifically designed to cater to students. The platform provides access to psychiatric care, free online assessments, and scheduled initial video consultations, allowing students to receive personalized care plans. By facilitating treatment in a comfortable and accessible manner, Mantra Health aims to enhance the mental well-being of students, making it easier for them to seek help and manage their mental health from the convenience of their homes.

Daasity

Series A in 2022
We are a Data as a Service company specializing in helping e-commerce companies become data-driven by addressing their data integration, data management, data visualization and data analytics needs

Swell

Series A in 2022
Swell Commerce Corp. is a San Francisco-based company founded in 2016 that specializes in developing an e-commerce platform focused on customization and headless integration. It provides both client-side and server-side application programming interfaces, along with a customizable content management system and subscription management features. This platform allows businesses to create unique shopping experiences and accommodate complex business models. Additionally, Swell operates as a multi-channel direct marketer, offering surf apparel, equipment, and lifestyle products.

Ampla

Series A in 2021
Ampla Technologies is a financial technology company founded in 2019 and headquartered in New York. It specializes in providing tech-enabled financial solutions designed to assist businesses in their growth endeavors. The company offers an all-in-one financing platform that combines growth capital solutions, modern banking services, and data analytics. Ampla's platform aims to streamline access to capital and provide essential financial tools, enabling omnichannel businesses to address cash flow challenges and enhance their operational efficiency.

Hey Rowan

Series B in 2021
Rowan was founded on the premise that adolescence isn't a phase to be rushed through, but a journey to enjoy. They are here to be your adventure guide, starting with great accessories and sparkling conversations.

Nuvemshop

Series E in 2021
Nuvemshop provides entrepreneurs and SMBs with the tools to set up, manage, and promote their online business easily from any device. With the suite of tools around payments, shipping, inventory management, and marketing provided by the company, owners are enabled to participate in the e-commerce market, ramp up their sales, reduce costs, and provide their end customers with a shopping experience. In 2011, co-founders Alejandro Alfonso, Santiago Sosa, Jose Abuchaem, Martin Palombo, and Alejandro Vazquez established Nuvemshop in 2011.

Specright

Series B in 2021
Specright Inc. is a software company that specializes in enterprise solutions for specification data management. Founded in 2014 and headquartered in Irvine, California, Specright offers a platform that digitizes and standardizes specifications across the supply chain, including raw materials, ingredients, packaging, and finished goods. Its services enhance collaboration through supplier management tools and a marketplace for vendor discovery. The company’s offerings also include advanced analytics to improve cost savings and efficiency, as well as solutions for digital artwork annotation and various integration services. Specright serves diverse industries such as food and beverage, beauty and cosmetics, consumer packaged goods, and retail, focusing on sustainability and optimization throughout the product life cycle.

Shogun

Series C in 2021
Shogun Labs, Inc. builds drag-and-drop landing pages for e-commerce sites. It offers Page Builder, a drag and drop store builder for ecommerce brands and agencies; and Frontend, a commerce solution for high-growth brands looking for sub-second page load. The company also designs customized enterprise-grade pages for Shopify and BigCommerce with technology that integrates directly into both platforms. Shogun Labs, Inc. was founded in 2015 and is based in Walnut, California.

The Pill Club

Series B in 2021
The Pill Club is a healthcare service that specializes in delivering birth control and related products across the United States. Founded in 2014 and based in California, it operates as an online retailer and pharmacy, providing a convenient way for women to access birth control, emergency contraceptives, and wellness gifts. The Pill Club is supported by a team of medical professionals and aims to empower women by facilitating personalized healthcare experiences. It offers prescription services in 34 states and Washington D.C., ensuring widespread access to its products. With a focus on women's health and well-being, the company strives to enhance personal freedom and health ownership through its innovative telemedicine approach.

Bobbie

Series A in 2021
Bobbie Baby, Inc. is a San Francisco-based company that specializes in organic infant nutrition products. Founded in 2018, the company offers a natural infant formula made from pasture-raised milk sourced from organic valley farms. Bobbie aims to provide parents with healthy and safe food options for their babies. Its products are available for purchase online through the company's website, and the company also offers food delivery services within California.

Daasity

Seed Round in 2021
We are a Data as a Service company specializing in helping e-commerce companies become data-driven by addressing their data integration, data management, data visualization and data analytics needs

Solidcore

Private Equity Round in 2021
Solidcore operates a chain of fitness studios that focuses on full-body, low-impact, high-intensity workout sessions. These classes are designed to engage participants through a variety of movements, including squats, planks, and lunges, utilizing slow, controlled, weighted movements to effectively challenge and tone the body. By emphasizing constant tension and muscle engagement, Solidcore workouts aim to break down muscle fibers, allowing them to rebuild stronger and leaner. The studios foster a supportive and motivating environment, promoting personalized attention and accountability among participants while maintaining a sense of community.

Monument

Series A in 2021
Monument is an alcohol addiction treatment platform for those looking to change their relationship with alcohol. The company includes leading experts in the addiction field who have built research-based treatment plans, which include access to an anonymous community of peers, virtual therapist-moderated support groups, and options for one-on-one video therapy and physician-prescribed medication. They provide a medical solution to a medical problem, entirely online. Monument was founded by Michael Russell and Amit Klein and is based in New York, USA.

Boulevard

Series B in 2020
Boulevard Labs, Inc. specializes in developing a comprehensive management software platform tailored for salons, spas, and other appointment-based businesses. Founded in 2016 and headquartered in West Hollywood, California, Boulevard offers a cloud-based dashboard that provides real-time updates and various applications for staff and receptionists. The platform enhances operational efficiency by enabling staff to manage schedules, communicate with clients, book appointments, and process payments. Additionally, it features tools for client self-scheduling, customer relationship management, marketing, and custom reporting, addressing the unique needs of the beauty and wellness industry. By integrating these functionalities, Boulevard aims to streamline operations, boost sales, and enhance customer experiences in an industry often lacking advanced technological solutions.

Shogun

Series B in 2020
Shogun Labs, Inc. builds drag-and-drop landing pages for e-commerce sites. It offers Page Builder, a drag and drop store builder for ecommerce brands and agencies; and Frontend, a commerce solution for high-growth brands looking for sub-second page load. The company also designs customized enterprise-grade pages for Shopify and BigCommerce with technology that integrates directly into both platforms. Shogun Labs, Inc. was founded in 2015 and is based in Walnut, California.

Weee!

Series B in 2020
Weee!, Inc. is an online grocery retailer based in Fremont, California, specializing in products for Chinese families and the broader Asian community. Founded in 2015, the company offers a wide range of items including fruits, vegetables, seafood, snacks, beauty products, and daily necessities. Weee! serves customers across several major metropolitan areas, including the San Francisco Bay Area, Sacramento, Seattle, Portland, Los Angeles, San Diego, New York City, and New Jersey. The platform combines eCommerce and grocery delivery, focusing on Asian specialty products and staples, making it a significant player in the online grocery market.

Pray.com

Series B in 2020
Pray.com is a social impact company based in the United States that focuses on fostering faith and community through its mobile application and website. The platform enables users to create and share prayers, access daily prayer plans, and engage with inspirational content from faith leaders and their peers. By offering faith-based social networking tools, Pray.com aims to cultivate a supportive environment where individuals can connect, grow their faith, and leave a positive legacy. The company's mission emphasizes the importance of empathy and community support, appealing to a diverse audience that includes both traditional prayer practitioners and those who seek to promote compassion and understanding in the world.

Shogun

Series A in 2020
Shogun Labs, Inc. builds drag-and-drop landing pages for e-commerce sites. It offers Page Builder, a drag and drop store builder for ecommerce brands and agencies; and Frontend, a commerce solution for high-growth brands looking for sub-second page load. The company also designs customized enterprise-grade pages for Shopify and BigCommerce with technology that integrates directly into both platforms. Shogun Labs, Inc. was founded in 2015 and is based in Walnut, California.

Weee!

Series B in 2019
Weee!, Inc. is an online grocery retailer based in Fremont, California, specializing in products for Chinese families and the broader Asian community. Founded in 2015, the company offers a wide range of items including fruits, vegetables, seafood, snacks, beauty products, and daily necessities. Weee! serves customers across several major metropolitan areas, including the San Francisco Bay Area, Sacramento, Seattle, Portland, Los Angeles, San Diego, New York City, and New Jersey. The platform combines eCommerce and grocery delivery, focusing on Asian specialty products and staples, making it a significant player in the online grocery market.

popchips

Acquisition in 2019
popchips manufactures and markets a variety of potato chips. popchips products includes potato popchips, ridges potato popchips, kettle corn popchips, and a range of variety packs. It also offers an online store that enables its customers to find and buy their products. popchips markets their products in the United States, Canada, the United Kingdom, Ireland, France, Belgium, and the Netherlands. popchips was founded by Pat Turpin and Keith Belling in 2007. And it is based in Playa Vista, California.

nutpods

Private Equity Round in 2019
Nutpods is a consumer goods company that specializes in providing alternative milk, coffee creamer, tea creamer. The company has developed a cult-like following amongst health-conscious consumers living a dairy-free, plant-based lifestyle, and has become an integral part of wellness programs like Whole30.

The Pill Club

Series B in 2019
The Pill Club is a healthcare service that specializes in delivering birth control and related products across the United States. Founded in 2014 and based in California, it operates as an online retailer and pharmacy, providing a convenient way for women to access birth control, emergency contraceptives, and wellness gifts. The Pill Club is supported by a team of medical professionals and aims to empower women by facilitating personalized healthcare experiences. It offers prescription services in 34 states and Washington D.C., ensuring widespread access to its products. With a focus on women's health and well-being, the company strives to enhance personal freedom and health ownership through its innovative telemedicine approach.

Little Freddie

Venture Round in 2018
Little Freddie is a foreign-invested company specializing in the research, development, production and sale. Little Freddie was born when their founders, husband and wife team Piers and Taslim, started their family and discovered the food on offer at the time fell short of what they what wished for.

Spindrift

Series B in 2018
Spindrift is a food and beverage company that produces a line of unsweetened sparkling beverages made with real squeezed fruit. They offer sparkling water plus real fruit with different flavors. They also provide drinks such as half and a half which is tea brewed with lemon, raspberry lime, strawberry, and many more. It was founded in 2010 and is based in Newton, Massachusetts.

Ancient Nutrition

Private Equity Round in 2018
Ancient Brands, LLC, operating under the name Ancient Nutrition, specializes in the manufacture of whole food nutritional products, primarily focusing on protein-rich supplements. Founded in 2016 and based in North Palm Beach, Florida, the company offers a diverse range of products including Bone Broth Protein, Multi Collagen Protein, Essential Oils, and Keto options. These products aim to supply customers with convenient sources of ancient nutrients, promoting health, strength, and vitality. With a commitment to delivering high-quality nutritional solutions, Ancient Nutrition seeks to meet the needs of modern consumers looking for wholesome, nutrient-dense food options.

Humm Kombucha

Venture Round in 2018
Humm Kombucha, LLC specializes in the production and brewing of kombucha, a fermented tea drink known for its health benefits. Founded in 2008 and based in Bend, Oregon, the company offers a diverse range of flavors, including ginger lemonade, blood orange, raspberry lemonade, and mango passion fruit, among others. Humm Kombucha also markets a line of zero-calorie options under the HUMM KOMBUCHA ZERO brand. In addition to beverages, the company sells merchandise, including apparel, through its online portal. Originally established as Kombucha Mama, LLC, the company rebranded to Humm Kombucha in March 2014, reflecting its growth and commitment to providing innovative and seasonal beverage offerings to health-conscious consumers.

SmashMallow

Venture Round in 2018
SmashMallow is a premium snacking marshmallow made with organic cane sugar and natural ingredients. SmashMallow is a sweet pick-me-up for every-day, anytime-of-day, and it allows a guilt-free indulgence at around 80 calories and less than 1 gram of fat on average per serving. SmashMallow provides consumers an opportunity to enjoy sweet-tooth satisfaction and are the perfect any-time-of-day treats.

Daily Harvest

Series B in 2017
Daily Harvest, Inc. is a New York-based company that specializes in offering frozen whole ingredient meals, including smoothies, harvest bowls, flatbreads, soups, bites, oat bowls, chia bowls, and lattes. Founded in 2014, the company focuses on providing convenient and nutritious food options that cater to the needs of modern consumers. Daily Harvest sells its products exclusively online, allowing customers to stock their freezers with a variety of clean, ready-to-eat meals that can be quickly prepared and easily replenished as needed. The company aims to promote healthy eating by ensuring that consumers have access to wholesome food choices.

Humm Kombucha

Series B in 2017
Humm Kombucha, LLC specializes in the production and brewing of kombucha, a fermented tea drink known for its health benefits. Founded in 2008 and based in Bend, Oregon, the company offers a diverse range of flavors, including ginger lemonade, blood orange, raspberry lemonade, and mango passion fruit, among others. Humm Kombucha also markets a line of zero-calorie options under the HUMM KOMBUCHA ZERO brand. In addition to beverages, the company sells merchandise, including apparel, through its online portal. Originally established as Kombucha Mama, LLC, the company rebranded to Humm Kombucha in March 2014, reflecting its growth and commitment to providing innovative and seasonal beverage offerings to health-conscious consumers.

Spindrift

Series B in 2017
Spindrift is a food and beverage company that produces a line of unsweetened sparkling beverages made with real squeezed fruit. They offer sparkling water plus real fruit with different flavors. They also provide drinks such as half and a half which is tea brewed with lemon, raspberry lime, strawberry, and many more. It was founded in 2010 and is based in Newton, Massachusetts.

Solazyme

Post in 2016
Solazyme is a synthetic biology company that specializes in converting algal biomass into biofuels. Solazyme not only creates biofuels for the the transportation industry, but is experimenting with ways to tailor its products for the cosmetic and food industries.

Sonoma Brands

Funding Round in 2016
Sonoma Brands is a California-based private equity firm and consumer products incubator, established in 2015 by Jon Sebastiani. The firm specializes in early-stage investments in the consumer goods sector, particularly in areas such as food and beverage, beauty, personal care, wellness, and lifestyle products. Sonoma Brands typically invests between $5 million and $30 million in companies that have achieved at least $5 million in revenue. The firm focuses on supporting small to mid-sized businesses with a solid concept and an authentic narrative, aiming to foster growth and brand awareness. In addition to capital, Sonoma Brands collaborates with portfolio companies to build strong management teams and drive innovation, reflecting a commitment to creativity and strategic value for stakeholders.

Health Warrior

Series C in 2015
Health Warrior, Inc. specializes in the production and marketing of healthy snacks, primarily focusing on chia bars and protein bars made from plant-based ingredients such as chia, quinoa, oats, and peas. The company's products are designed to be nutrient-dense and convenient, catering to the growing demand for healthier snack options. Health Warrior offers its products in various flavors and sells them through a wide network of retailers across the United States, including grocery chains and natural food stores, as well as online platforms like Amazon and its own website. Founded in 2010 and based in Richmond, Virginia, Health Warrior operates as a subsidiary of PepsiCo, Inc. The company's mission is to promote healthier dietary habits and inspire an active lifestyle among consumers.
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