We partner with founders at the early stages of their journey where we can be most helpful.

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Our Investment Method

First Institutional Capital

  • Our initial financing rounds are generally $2M – $4M
  • Willow prefers to lead
  • Will consider a participating check with a strong & aligned lead investor
  • Reserve capital available for follow-on financing

Fast-Growing Consumer Brands

Beauty & Personal Care

Food & Beverage

Health & Wellness

Baby, Home, Pet

Emerging Growth Stage
With Proven Traction

  • Brands doing $2M – $5M in TTM revenue
  • Strong margin profiles and unit economics
  • Demonstrable repeat purchasing
  • Engaged community

Defensible & Differentiated Value Proposition

  • Authentic founder and compelling brand story
  • Exceptional team
  • Clear positioning and definitive moat
  • Supporting cultural shifts and consumer trends

How We Help

Operational
Expertise

We bring 20+ years of executive operating experience and our brands have access to our CEO-level Operating Partners and LP sector specialists.

Talent Recruitment

We only invest in Consumer Brands. With our industry focus and deep networks, we source and recruit world-class talent for our portfolio companies.

Capital Raising

We work closely with our founders to help determine the best capital partners who understand their category and are aligned with their path.

Board
Support

As seasoned board directors, we actively work with our brands to provide the right guidance, oversight, and support.

Meet The Team »

Connect With Us

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