VGC Partners

Founded in London in 2011, VGC Partners is a growth capital firm focusing on the consumer and media sectors. The firm invests in private companies, typically taking significant minority stakes.

Parminder Basran

Founding Partner and CEO

Maria Callaway

Senior Associate

Andrew Lister

Partner and COO

Nico MacDonagh

Associate

Daniel Rookwood

Operating Partner and Head of Brand

Phoebe Scriven

Investment Director

17 past transactions

Sproud

Venture Round in 2024
Sproud produces a range of plant-based milk alternatives using a proprietary blend of yellow split pea protein, GMO-free oils, syrups, and essential vitamins. Its products are free from lactose, gluten, and soy, and contain low essential amino acids. Sproud supplies its products to major hospitality chains and has expanded to 15 markets in two years, with availability across the UK through supermarkets, online retailers, and independent shops.

Simpler

Seed Round in 2024
Simpler is an e-commerce platform that simplifies online purchases through its one-click checkout solution. It reduces checkout steps for shoppers, enabling returning users to complete transactions swiftly. The platform supports various payment methods such as Apple Pay, Google Pay, PayPal, Klarna, and Revolut.

Setmixer

Seed Round in 2024
Setmixer is a music technology company that specializes in live music recording and distribution. It installs recorders at partner venues, capturing performances in high-quality multitrack audio, and swiftly mixes these recordings for immediate release on platforms like Spotify, Instagram, and YouTube. This innovative approach enables instant, studio-quality music release with no upfront costs.

Pixion Games Limited

Seed Round in 2023
Pixion Games Limited is a pioneering force in the realm of competitive multiplayer gaming, driven by a steadfast commitment to accessibility, enjoyment, and empowerment. Founded on May 2, 2017, by Kam Punia, our company boasts a dedicated team of 50 individuals passionate about revolutionizing the gaming landscape. At Pixion, we believe that competitive gaming should be inclusive and rewarding for all, which is why we've introduced Lunchtime Esports, a new frontier in snackable competitive gaming experiences. Our blockchain-powered platform, Pixion League, not only fosters intense competition but also ensures that players truly own their rewards, embodying our vision of Play-to-Own gaming. With an annual revenue of $2 million, Pixion Games stands as a beacon of innovation, redefining the boundaries of multiplayer gaming one exhilarating match at a time.

Pixion Games

Seed Round in 2023
Pixion Games Limited is a developer of real-time multiplayer mobile games, founded in 2017 and headquartered in London, United Kingdom. The company specializes in creating competitive esports games that emphasize player versus player (PVP) experiences on mobile devices. Pixion Games aims to make competitive gaming accessible and enjoyable for a wide audience, focusing on games that are easy to learn and engaging to play. Utilizing a blockchain-powered system, Pixion enhances the gaming experience by providing rewards for participants and fostering community governance. Their platform supports both iOS and Android devices, allowing gamers to compete and enjoy fun, on-the-go gameplay with friends.

Humans Not Robots

Seed Round in 2023
Humans Not Robots leverages artificial intelligence and big data to empower media and broadcast organizations. Their platform offers analytics and workflow observability, enabling these companies to optimize their operations for cleaner, cheaper, and faster media supply chains while reducing environmental impact.

Novel

Series A in 2023
Novel is a podcast firm that performs comedy, narrative, interview, documentary, mystery, and dramatic shows and provides editorials.

RETìníZE

Seed Round in 2022
RETìníZE is an immersive media company that specializes in AR, VR, and multi-screen installations. Based in Belfast, United Kingdom, it operates an in-house studio offering end-to-end services from concept to delivery, integrating media production with software development to create interactive experiences for businesses. Founded in 2014, RETìníZE combines creative ideation with technical execution to produce customized immersive content across virtual and augmented reality platforms, enabling brands to engage audiences through compelling, multi-display experiences.

Kick Game

Venture Round in 2021
Kick Game is an emerging e-commerce and retail company that specializes in the resale of exclusive, collectible, and rare sneakers and streetwear. With a rapidly growing global user base of passionate enthusiasts, the company aims to become the premier destination for high-demand consumer products. Kick Game differentiates itself from competitors through its effective sourcing strategies, exceptional customer service, and a strong commitment to product authenticity. By focusing on brand-new, high-end sneakers and trendy apparel, Kick Game provides customers access to sought-after items that are often difficult to find, all while maintaining affordability. The company has successfully established itself within the secondary resale market, gaining recognition as a trusted name in the industry.

Percival Menswear

Series B in 2021
Percival Menswear is a contemporary menswear fashion brand focused on designing and manufacturing clothing for the modern man. The company offers a range of products, including short-run outerwear, shirting, embroidery, lambswool knits, and technical outerwear. By emphasizing quality and affordability, Percival Menswear caters to customers seeking stylish and functional apparel. The brand's commitment to innovation and craftsmanship is evident in its carefully curated collections, which reflect current trends while ensuring durability and comfort.

VozLab

Seed Round in 2021
VozLab is a self-service voice experience platform that empowers brands to create and manage their applications in real-time. The platform offers a suite of tools, including digital voice assistants, chatbots, mobile web, and mobile applications, facilitating enhanced customer relationship management (CRM) opportunities. By leveraging VozLab's technology, brands can effectively gather customer data and receive valuable product feedback, thereby improving their overall engagement and service delivery.

Sproud

Venture Round in 2021
Sproud produces a range of plant-based milk alternatives using a proprietary blend of yellow split pea protein, GMO-free oils, syrups, and essential vitamins. Its products are free from lactose, gluten, and soy, and contain low essential amino acids. Sproud supplies its products to major hospitality chains and has expanded to 15 markets in two years, with availability across the UK through supermarkets, online retailers, and independent shops.

WIT Fitness

Venture Round in 2020
WIT Fitness Ltd is a London-based company established in 2014 that operates a flagship store focused on sportswear retail and fitness-related products. The company provides a wide range of branded training footwear, apparel, accessories, and fitness equipment through both its physical store and an online retail platform. WIT Fitness is dedicated to meeting the needs of the evolving fitness community, recognizing that training has become a significant category in its own right. By leveraging expert knowledge and experience, the company aims to offer quality fitness products at affordable prices, catering to both athletes and fitness enthusiasts alike.

Kick Game

Venture Round in 2020
Kick Game is an emerging e-commerce and retail company that specializes in the resale of exclusive, collectible, and rare sneakers and streetwear. With a rapidly growing global user base of passionate enthusiasts, the company aims to become the premier destination for high-demand consumer products. Kick Game differentiates itself from competitors through its effective sourcing strategies, exceptional customer service, and a strong commitment to product authenticity. By focusing on brand-new, high-end sneakers and trendy apparel, Kick Game provides customers access to sought-after items that are often difficult to find, all while maintaining affordability. The company has successfully established itself within the secondary resale market, gaining recognition as a trusted name in the industry.

Sensing Feeling

Seed Round in 2019
Founded in London in 2013, Sensing Feeling develops IoT-based products that use computer vision and machine learning to measure human behavior in real-time. Their solutions enhance safety, improve customer experiences, and help businesses manage risks effectively.

Looper Insights

Seed Round in 2019
Looper Insights is a data analytics company founded by Lucas Bertrand, along with co-founders Fadi Shuman and Nelly Voukaki. The company specializes in auditing and measuring the merchandising of apps, film and television content, and channels across various Connected TV interfaces, including mobile, web, smart TVs, set-top boxes, gaming consoles, and streaming devices. Utilizing a proprietary AI hardware-software solution, Looper Insights offers a unique metric called Media Placement Value (MPV), which allows clients to evaluate the performance of their merchandising and the value of digital shelf space in Connected TV environments. This capability serves major global streamers, Hollywood studios, local broadcasters, and other media companies, helping them enhance viewer acquisition, subscriber growth, and engagement while reducing churn. Looper’s SaaS platform is utilized by clients with a collective subscriber base exceeding 700 million, providing critical insights for optimizing merchandising strategies and maximizing revenue.

Percival Menswear

Series A in 2018
Percival Menswear is a contemporary menswear fashion brand focused on designing and manufacturing clothing for the modern man. The company offers a range of products, including short-run outerwear, shirting, embroidery, lambswool knits, and technical outerwear. By emphasizing quality and affordability, Percival Menswear caters to customers seeking stylish and functional apparel. The brand's commitment to innovation and craftsmanship is evident in its carefully curated collections, which reflect current trends while ensuring durability and comfort.
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