Fenwick Brands’ new investment provides equity for emerging CPG brands
Fenwick's strategy allows for a flexible approach, and the fund will make minority or majority investments.
Fenwick Brands, Inc., a Birmingham, Ala.-based investor of consumer packaged goods (CPG), closed its first committed investment fund, Fenwick Brands Fund I, LLC, which will focus on providing growth equity for emerging CPG brands.
"We are very pleased with our diversified investor base of high net-worth individuals, family offices, industry veterans and institutional organizations," says Melissa Baker, chief executive officer. "In fact, many of our fund's investors are current or former senior-level executives in the consumer industry. We see this as a resounding endorsement of our mandate and our strategy. Companies at our investment life-stage are often at an inflection point. Our thesis is built around putting strong foundations in place, so that brands can scale quickly and win.”
Fenwick's strategy allows for a flexible approach, and the fund will make minority or majority investments, but partnership is critical.
"We've seen our approach resonate with founders, and now we see it resonate in the limited partner community," says Elizabeth Stewart, director of investments. "We have a thoughtful process, and are selective in our investments. We are looking for a compelling product, a strong fit with the team and the ability to scale. We want to partner with brands where we feel Fenwick can add value and build brand awareness."