The Craftory

The Craftory Limited is a private equity and venture capital firm founded in 2018 and headquartered in London, United Kingdom. The firm specializes in investing in consumer goods brands, particularly those that are cause-driven, across various sectors including beauty, health, food, and household and personal care. The Craftory focuses on providing permanent early-stage and growth capital to smaller consumer goods companies, aiming to support brands that align with its mission of promoting positive consumer impact. With a global investment approach, The Craftory seeks to nurture emerging growth companies within the consumer non-durable sector.

Jon Lunetta

Partner and Investor

Thiago Rodrigues

Senior Partner and Investor

Elio Leoni Sceti

Co-Founder and Chairman

Jamie Swango

Craft Partner

20 past transactions

Needed

Series A in 2023
Needed is a pregnancy nutrition and education company founded in 2017 by Julie Sawaya and Ryan Woodbury, based in Los Angeles, California. The company focuses on empowering women through optimal nourishment before, during, and after pregnancy by providing dietary supplements and related services. Needed's offerings include practitioner-supported nutrition products and educational resources, which help women better identify their nutritional needs. The company sells its products directly to consumers and through a network of health practitioners, including doctors, doulas, and nutritionists, fostering a supportive community for mothers.

AllPlants

Venture Round in 2023
AllPlants Ltd. is a London-based company established in 2016 that specializes in preparing and delivering vegan meal packages across the United Kingdom. The company offers a diverse menu featuring dishes from Asian, Italian, and Middle Eastern cuisines. AllPlants focuses on providing convenient, healthy, and sustainable meal options, with its frozen meals being handmade to ensure essential nutrients are preserved. The company is committed to environmentally friendly practices, utilizing packaging that is 100% recyclable, partly compostable, and mostly reusable. By delivering these carefully crafted meals directly to customers' doorsteps, AllPlants aims to promote a plant-based lifestyle that benefits both individuals and the planet.

Edgard & Cooper

Venture Round in 2023
Edgard & Cooper is a Belgian company that specializes in producing natural and nutritious pet food for dogs and cats. Founded in 2014 and based in Kortrijk, the company offers a range of products, including dry and wet foods, treats, and fresh meats, all crafted from high-quality ingredients such as protein-rich chicken, fruits, and vegetables. Edgard & Cooper emphasizes the importance of balanced nutrition, creating recipes that are less processed compared to traditional pet foods. Additionally, the company prioritizes sustainability by using biodegradable materials for its packaging, reflecting a commitment to both pet health and environmental responsibility.

NotCo

Series D in 2022
NotCo is a food technology company based in Macul, Chile, founded in 2015. The company specializes in creating plant-based alternatives to traditional animal-based products, including mayonnaise, milk, yogurt, dressings, and desserts. Utilizing artificial intelligence, NotCo develops innovative food systems that replicate the taste, texture, color, and aroma of meat and dairy products while employing ingredients such as pineapple, coconut, cabbage, peas, bamboo, beets, chickpeas, and various seeds. By doing so, NotCo provides consumers with nutritious options that offer fiber, calcium, and protein derived from vegetables, making its products available through various retailers in Chile.

Moss.Earth

Series A in 2022
MOSS operates a digital environmental platform based in São Paulo, Brazil, focusing on the purchase, storage, and offsetting of carbon credits. Established in 2020, the company initially concentrated on the Amazon rainforest, successfully developing innovative approaches to promote sustainability. MOSS aims to tackle global warming by providing users with the means to contribute to environmental preservation through its digitally-driven processes. By sourcing and selling carbon credits, MOSS facilitates efforts to mitigate climate change and foster sustainable actions, ultimately striving for a significant global impact.

AllPlants

Series B in 2021
AllPlants Ltd. is a London-based company established in 2016 that specializes in preparing and delivering vegan meal packages across the United Kingdom. The company offers a diverse menu featuring dishes from Asian, Italian, and Middle Eastern cuisines. AllPlants focuses on providing convenient, healthy, and sustainable meal options, with its frozen meals being handmade to ensure essential nutrients are preserved. The company is committed to environmentally friendly practices, utilizing packaging that is 100% recyclable, partly compostable, and mostly reusable. By delivering these carefully crafted meals directly to customers' doorsteps, AllPlants aims to promote a plant-based lifestyle that benefits both individuals and the planet.

Freddie's Flowers

Series A in 2021
Freddie's Flowers is a floral delivery service that specializes in providing seasonal fresh flower arrangements directly to customers' homes. The company operates on a subscription-based model, allowing clients to receive customized flower boxes tailored to their preferences. Known for its commitment to sustainability, Freddie's Flowers emphasizes environmentally friendly practices, utilizing recyclable and biodegradable packaging materials. The company has achieved carbon-neutral certification and employs delivery bikes for 75% of its operations in London, further enhancing its eco-friendly approach. By prioritizing both quality and sustainability, Freddie's Flowers aims to deliver a positive impact on society and the environment while ensuring customers enjoy the beauty of fresh flowers in their homes.

Kadenwood

Series B in 2021
Kadenwood is a privately-held consumer products lifestyle company that specializes in cannabidiol (CBD) products aimed at establishing CBD as a trusted and safe option within the mainstream wellness market. The company is committed to quality by utilizing vertically-integrated CBD farming practices, allowing for the production of THC-free CBD oil from seed to shelf. Kadenwood's product offerings include sports creams, roll-ons, oil drops, pet health products, and organic hot teas, all of which comply with farm-bill regulations. Through its focus on quality and innovation, Kadenwood seeks to redefine the CBD industry and promote wellness among its consumers.

Seed Health

Series A in 2021
Seed Health is a biotechnology company focused on advancing health through innovative applications of microbial sciences. The company develops health supplements that combine probiotics and prebiotics, targeting various aspects of well-being, including digestive health, skin health, heart health, and micronutrient synthesis. By collaborating with academic researchers, Seed Health aims to bring breakthrough discoveries to market, offering consumers live biotherapeutics designed to enhance both human and environmental health.

Hippeas

Secondary Market in 2021
Hippeas is a brand launched in June 2016 that specializes in organic chickpea puffs, aiming to revolutionize the global snacking market. Created by Green Park Brands, Hippeas offers a range of nutritious snacks that are gluten-free, vegan, kosher, and non-GMO. The product lineup includes various flavors such as barbecue, sriracha, nacho, and white cheddar, catering to health-conscious consumers seeking alternatives to traditional snacks. By prioritizing health and flavor, Hippeas encourages a shift in snacking habits while promoting a socially responsible brand narrative focused on positive change.

Moss.Earth

Seed Round in 2021
MOSS operates a digital environmental platform based in São Paulo, Brazil, focusing on the purchase, storage, and offsetting of carbon credits. Established in 2020, the company initially concentrated on the Amazon rainforest, successfully developing innovative approaches to promote sustainability. MOSS aims to tackle global warming by providing users with the means to contribute to environmental preservation through its digitally-driven processes. By sourcing and selling carbon credits, MOSS facilitates efforts to mitigate climate change and foster sustainable actions, ultimately striving for a significant global impact.

Edgard & Cooper

Series B in 2020
Edgard & Cooper is a Belgian company that specializes in producing natural and nutritious pet food for dogs and cats. Founded in 2014 and based in Kortrijk, the company offers a range of products, including dry and wet foods, treats, and fresh meats, all crafted from high-quality ingredients such as protein-rich chicken, fruits, and vegetables. Edgard & Cooper emphasizes the importance of balanced nutrition, creating recipes that are less processed compared to traditional pet foods. Additionally, the company prioritizes sustainability by using biodegradable materials for its packaging, reflecting a commitment to both pet health and environmental responsibility.

DYPER

Venture Round in 2020
DYPER Inc. is a manufacturer and subscription-based delivery service for eco-friendly, plant-based diapers and related products. Founded in 2015 and headquartered in Scottsdale, Arizona, DYPER specializes in bamboo-based diapers that are designed to be absorbent, soft, and free from harmful chemicals, prints, and scents. The company also offers a range of additional products, including briefs, wipes, creams, and bags. DYPER's diapers are made from responsibly sourced materials, featuring a micro-perforation design and packed in oxo-biodegradable bags, which contribute to reducing microplastics in the environment. With a commitment to sustainability, DYPER products can be composted at home or through commercial composters where available.

NotCo

Series C in 2020
NotCo is a food technology company based in Macul, Chile, founded in 2015. The company specializes in creating plant-based alternatives to traditional animal-based products, including mayonnaise, milk, yogurt, dressings, and desserts. Utilizing artificial intelligence, NotCo develops innovative food systems that replicate the taste, texture, color, and aroma of meat and dairy products while employing ingredients such as pineapple, coconut, cabbage, peas, bamboo, beets, chickpeas, and various seeds. By doing so, NotCo provides consumers with nutritious options that offer fiber, calcium, and protein derived from vegetables, making its products available through various retailers in Chile.

Pharmapacks

Convertible Note in 2020
Pharmapacks is an e-commerce company based in Islandia, New York, specializing in health and beauty products. Established in 2010 as a brick-and-mortar pharmacy, the company has evolved into a comprehensive online marketplace that offers a wide range of items, including multivitamins, nutritional supplements, personal care, and pet care products. Through its proprietary technology platform, Pharmapacks provides logistics, fulfillment, marketing, and sales solutions to brands, enabling them to reach consumers directly via its website and partner platforms such as Amazon, Walmart.com, and eBay. The company also serves as a launchpad for emerging brands, granting select lesser-known products access to its extensive e-commerce infrastructure and consumer base, thereby enhancing their visibility and sales potential.

Dropps

Venture Round in 2020
Dropps is a manufacturer specializing in eco-friendly household cleaning products. Founded on the principle of sustainability without compromising effectiveness, Dropps uses plant-based ingredients and biobased formulas to create powerful cleaning solutions. Their product line includes laundry detergent pods, dishwasher detergent packs, and surface cleaner tablets, all packaged in plastic-free, recyclable cardboard. Notably, they also offer a range of baby products designed for sensitive skin. Dropps operates on a direct-to-consumer model, shipping their products nationwide to promote zero-waste cleaning habits.

Ruby Love

Series A in 2019
Ruby Love is a women’s apparel company that specializes in innovative undergarments designed to manage leaks and stains associated with menstruation and bladder incontinence. The company offers a range of products, including leak-proof panties, swimsuits for periods, functional undergarments, and period bodysuits. Utilizing proprietary technology, Ruby Love's garments feature built-in absorbent layers that provide comfort and protection by immediately collecting flow, thus preventing leaks and stains. These products allow women to maintain comfort and confidence during their periods and in situations involving stress incontinence or unexpected discharge. Ruby Love aims to enhance women's experiences by providing practical solutions that cater to their unique needs.

TomboyX

Series B in 2019
TomboyX is a Seattle-based retail clothing company founded in 2012, specializing in gender-neutral apparel, particularly undergarments. The company offers a diverse range of products, including underwear, bras, boxers, trunks, shorts, swimsuits, and sleepwear. TomboyX is committed to inclusivity, providing apparel designed to fit a variety of body shapes and sizes, enabling individuals to express their personal style without labels. With a focus on comfort, quality, and fit, TomboyX aims to cater to the needs of all customers in their quest for stylish and functional clothing.

NotCo

Series B in 2019
NotCo is a food technology company based in Macul, Chile, founded in 2015. The company specializes in creating plant-based alternatives to traditional animal-based products, including mayonnaise, milk, yogurt, dressings, and desserts. Utilizing artificial intelligence, NotCo develops innovative food systems that replicate the taste, texture, color, and aroma of meat and dairy products while employing ingredients such as pineapple, coconut, cabbage, peas, bamboo, beets, chickpeas, and various seeds. By doing so, NotCo provides consumers with nutritious options that offer fiber, calcium, and protein derived from vegetables, making its products available through various retailers in Chile.
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