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Willow Growth Partners is an early-stage growth fund providing capital to entrepreneurs building next-generation, values-led consumer brands. The firm typically leads the first institutional round for brands generating $1–5M in revenue, applying a disciplined approach to valuation, capitalization, and scaling for long-term success. Their strategy is rooted in three pillars: values-led brands that are 'better for you, better for the world'; strong fundamentals with compelling unit economics and predictable repeat purchasing; and an optimal capital structure that prioritizes a quicker path to profitability through capital efficiency. Willow focuses on sectors including beauty, personal care, food and beverage, health and wellness, baby, home, and pet products. With a founder-first ethos, the firm partners with entrepreneurs at their most critical stage of growth, offering hands-on operational support beyond capital. Nearly 75% of their portfolio companies are led by female or minority founders, reflecting a commitment to diversity without investing through an explicit diversity lens — as co-founder Amanda Schutzbank has stated: 'We simply back the best and strongest founders.'
Notable quotes
“From my time as an operator and seed investor, I recognized there was a real need for a fund that provides the right type of capital to early stage consumer brands. There's a dearth of institutional capital at that stage.”
“The term we're trying to coin is conscientious consumerism. I was kind of blown away having come from New York to L.A. that no one fund, especially led by women, was focused on these digitally native brands.”
“We do not invest through a specific gender or diversity lens; we simply back the best and strongest founders. As two female GPs, we are highly cognizant of building a platform that welcomes and encourages all founders from diverse backgrounds that understand their consumers' needs.”
Recent investments
Frequent co-investors
| VC firm | Deals together |
|---|---|
| True Beauty Ventures | 2 |
| M13 | 2 |
| Verity Venture Partners | 1 |
| Habitat Ventures | 1 |
| OFF Leash Capital | 1 |
| Forerunner Ventures | 1 |
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