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

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 providing dietary supplements and related services designed to empower women with optimal nourishment before, during, and after pregnancy. Needed's offerings include practitioner-supported nutrition products that cater specifically to the needs of mothers, as well as educational resources and community support. By working directly with consumers and a network of health practitioners, such as doctors, doulas, and nutritionists, Needed aims to help women better identify their nutritional requirements and access effective supplements that meet those needs.

AllPlants

Venture Round in 2023
Allplants Ltd. is a London-based company that specializes in preparing and delivering plant-based meal packages across the United Kingdom. Established in 2016, Allplants offers a diverse menu featuring Asian, Italian, and Middle Eastern dishes, all crafted to promote healthy and sustainable eating. Their meals are handmade, frozen, and designed to be convenient while containing essential nutrients. Committed to environmental responsibility, Allplants uses packaging that is 100% recyclable, partly compostable, and mostly reusable. By providing delicious, ready-to-eat dinners, the company aims to inspire a shift towards more plant-based living, benefiting both consumers and the planet.

Edgard & Cooper

Venture Round in 2023
Edgard & Cooper is a pet food company based in Kortrijk, Belgium, founded in 2014 by Louis Chalabi and Jürgen Degrande. The company specializes in providing high-quality food for dogs and cats, utilizing natural and nutritious ingredients such as fresh meat, fruits, and vegetables. Their product range includes dry and wet foods, treats, and other items designed to be balanced and healthy, avoiding over-processed ingredients. Additionally, Edgard & Cooper emphasizes sustainability by using biodegradable materials for packaging, catering to pet owners who prioritize both the health of their pets 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 producing plant-based alternatives to traditional animal products, including mayonnaise, milk, yogurt, dressings, and desserts. By leveraging artificial intelligence, NotCo recreates the taste, texture, color, and aroma of animal-based products using ingredients such as pineapple, coconut, cabbage, peas, bamboo, beets, chickpeas, and seeds. This innovative approach not only provides consumers with plant-based options but also offers manufacturers a new source of fiber, calcium, and protein derived from vegetables. NotCo distributes its products through retailers in Chile, aiming to transform food systems and promote sustainable consumption.

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 that specializes in preparing and delivering plant-based meal packages across the United Kingdom. Established in 2016, Allplants offers a diverse menu featuring Asian, Italian, and Middle Eastern dishes, all crafted to promote healthy and sustainable eating. Their meals are handmade, frozen, and designed to be convenient while containing essential nutrients. Committed to environmental responsibility, Allplants uses packaging that is 100% recyclable, partly compostable, and mostly reusable. By providing delicious, ready-to-eat dinners, the company aims to inspire a shift towards more plant-based living, benefiting both consumers and the planet.

Freddie's Flowers

Series A in 2021
Freddie's Flowers is a flower delivery service that specializes in providing seasonal fresh flowers directly to customers' homes. The company operates on a subscription-based model, allowing customers to receive curated flower boxes tailored to their preferences. Recognizing the importance of sustainability, Freddie's Flowers employs environmentally friendly packaging materials that are recyclable and biodegradable. A significant portion of their deliveries in London is carried out using iconic delivery bikes, emphasizing their commitment to reducing carbon emissions. Additionally, Freddie's Flowers has achieved carbon-neutral certification and is dedicated to continuously enhancing its sustainable practices, contributing positively to both the environment and the community.

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 that specializes in organic chickpea snacks, launched in June 2016 by Green Park Brands. The company aims to transform the snacking industry by offering a healthier alternative to traditional snacks through its range of chickpea puffs. These products are nutritious, gluten-free, vegan, kosher, and non-GMO, available in various flavors such as barbecue, sriracha, nacho, and white cheddar. By focusing on clear health benefits and exciting flavor profiles, Hippeas seeks to provide consumers with snacks that are free from additives and preservatives while promoting a positive social impact and encouraging healthier eating habits.

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 pet food company based in Kortrijk, Belgium, founded in 2014 by Louis Chalabi and Jürgen Degrande. The company specializes in providing high-quality food for dogs and cats, utilizing natural and nutritious ingredients such as fresh meat, fruits, and vegetables. Their product range includes dry and wet foods, treats, and other items designed to be balanced and healthy, avoiding over-processed ingredients. Additionally, Edgard & Cooper emphasizes sustainability by using biodegradable materials for packaging, catering to pet owners who prioritize both the health of their pets 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 producing plant-based alternatives to traditional animal products, including mayonnaise, milk, yogurt, dressings, and desserts. By leveraging artificial intelligence, NotCo recreates the taste, texture, color, and aroma of animal-based products using ingredients such as pineapple, coconut, cabbage, peas, bamboo, beets, chickpeas, and seeds. This innovative approach not only provides consumers with plant-based options but also offers manufacturers a new source of fiber, calcium, and protein derived from vegetables. NotCo distributes its products through retailers in Chile, aiming to transform food systems and promote sustainable consumption.

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 company that specializes in developing plastic-free household cleaning products, emphasizing sustainability and environmental responsibility. Their offerings include plant-based formulations that are effective yet gentle, catering to families and individuals with sensitive skin, including baby products. Committed to zero-waste packaging, Dropps utilizes repurposed cardboard for shipping, ensuring their products are as eco-friendly as possible. By delivering these cleaning solutions directly to consumers' homes, Dropps aims to promote a cleaner environment and foster positive change for families and the planet alike.

Ruby Love

Series A in 2019
Ruby Love is a women's apparel company specializing in innovative undergarments designed to manage leaks and stains associated with menstruation and incontinence. The company offers a range of products, including leak-proof panties and bladder incontinence underwear, which utilize proprietary technology to absorb moisture and enhance comfort. Their functional designs also include swimsuits for periods and period bodysuits, catering to the unique needs of women. Ruby Love aims to provide solutions that allow women to feel secure and confident during their periods, as well as to effectively address stress incontinence and other related issues. The integration of smart design features ensures that each product delivers reliable protection and comfort.

TomboyX

Series B in 2019
TomboyX is a retail clothing company based in Seattle, Washington, founded in 2012. It specializes in gender-neutral apparel, offering a diverse range of products including underwear, bras, boxers, trunks, shorts, hats, socks, and sleepwear. The company's focus is on providing high-quality, comfortable garments that cater to various body shapes and sizes, allowing customers to express their identity without labels. TomboyX aims to create an inclusive shopping experience, making it easier for individuals to find apparel that fits their personal style and needs.

NotCo

Series B in 2019
NotCo is a food technology company based in Macul, Chile, founded in 2015. The company specializes in producing plant-based alternatives to traditional animal products, including mayonnaise, milk, yogurt, dressings, and desserts. By leveraging artificial intelligence, NotCo recreates the taste, texture, color, and aroma of animal-based products using ingredients such as pineapple, coconut, cabbage, peas, bamboo, beets, chickpeas, and seeds. This innovative approach not only provides consumers with plant-based options but also offers manufacturers a new source of fiber, calcium, and protein derived from vegetables. NotCo distributes its products through retailers in Chile, aiming to transform food systems and promote sustainable consumption.
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