LOS ANGELES–Willow Growth Partners, a newly established early-stage capital firm, has officially launched its first fund, totaling $28 million. This fund is dedicated to investing in the next generation of consumer brands and the technologies that empower them. Remarkably, the fund was raised almost entirely through virtual meetings, highlighting Willow’s innovative approach to connecting with both investors and emerging businesses. Willow Growth Partners is set to bring a fresh perspective to early-stage investments, focusing on consumer brands across beauty, health and wellness, apparel and accessories, and food and beverage sectors, as well as the crucial technologies that underpin these industries.
Deborah Benton, Founder and Managing Partner of Willow Growth Partners, stated, “From my experience as both an operator and a seed investor, I identified a significant gap in the market for a fund that offers the appropriate capital to early-stage consumer brands.” She elaborated on the common pitfalls, noting, “Traditional tech venture capital often overvalues brands, pushing for unrealistic billion-dollar exits, while private equity typically prefers later-stage, profitable companies seeking controlling stakes. Willow Growth Partners aims to disrupt this pattern by providing right-sized capital at sensible valuations, thereby fostering sustainable growth and setting brands up for long-term success from their inception.”
Willow Growth Partners adopts a hybrid strategy, incorporating the best aspects of both traditional Venture Capital and Private Equity models. Investing at the crucial first institutional stage, Willow offers extensive hands-on support and strategic guidance focused on fostering high-integrity growth. This approach is designed to make portfolio companies attractive for subsequent growth investments or acquisitions. The firm prioritizes values-driven consumer brands that demonstrate a clear and achievable path to profitability, underpinned by robust unit economics and strong customer retention metrics.
Amber Fillerup Clark, CEO and Founder of dae, a portfolio company of Willow Growth Partners, shared her experience: “Since launching dae a year and a half ago, my vision for the brand has always been ambitious, and I needed a partner who could truly help me realize that potential. Deb and Amanda at Willow Growth Partners share my belief in providing effective, beautiful, and accessible clean hair care, rooted in sustainability. Willow’s investment is instrumental in enabling dae to expand our product range, broaden our marketing initiatives, and strengthen our relationships with our customers.”
The leadership team at Willow Growth Partners comprises Deborah Benton and Co-founder and General Partner Amanda Schutzbank. Together, they bring a combined 30 years of operational and investment expertise, having collectively advised 75 companies on critical aspects such as scaling operations, fundraising, talent acquisition, and acquisitions. Benton’s operational depth is rooted in her previous roles as President and COO of NastyGal and ShoeDazzle, and as Executive Vice President of Operations at Teleflora. More recently, she has been an active angel investor in prominent brands including Manscaped, Carbon38, and TrueBotanicals. Schutzbank’s institutional fund experience is extensive, stemming from her time as an investor at Amplify LA and Primary Venture Partners. She also played a key role in the founding team of Karma as Vice President of Marketing and began her career in investment banking at Merrill Lynch.
Amanda Schutzbank emphasized Willow Growth Partners’ inclusive approach: “Our investment decisions are not driven by a specific diversity agenda; we are committed to backing the most exceptional and resilient founders.” She further added, “As female General Partners, we are deeply committed to cultivating a platform that is welcoming and supportive for all founders, particularly those from diverse backgrounds who possess a deep understanding of their consumers’ needs.”
Reflecting this commitment, almost 75 percent of Willow Growth Partners’ current portfolio companies are founded by women or minorities. These include: Bubble (innovative skincare for GenZ), Coterie (premium baby care products), Dae (clean and sustainable hair care), Goodfair (online thrift shopping), Feals (direct-to-consumer premium CBD), FlavorCloud (global shipping solutions for brands), Lalo (modern baby and toddler products), Ox (supply chain fulfillment platform), Swell (headless ecommerce platform), and YGN (accessories for textured hair). Willow Growth Partners is also supported by a diverse and reputable group of Limited Partners from both venture capital and private equity sectors.
For additional details about Willow Growth Partners and their investment philosophy, please visit https://willowgrowth.com/.
About Willow Growth Partners
Established in 2020, Willow Growth Partners is an early-stage capital firm focused on investing in emerging consumer brands and the technologies that propel their growth. Founded by Managing Partner Deborah Benton and General Partner Amanda Schutzbank, Willow Growth Partners offers a novel approach to seed-stage consumer company investments, emphasizing right-sized capital and hands-on support.
Contacts
Cassie Lawrence
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