Friendly Beast
Friendly Beast
Friendly Beast
We invest in companies with wild potential
Great brands are born wild
It’s not enough to just be good. The best know how to be wild: native, instinctive, coherent, and very much alive. So we’re on a mission to back the wild ones. We work from that instinct and build from there to turn companies with unexpressed potential into breakthrough brands.
Great brands are born wild
It’s not enough to just be good. The best know how to be wild: native, instinctive, coherent, and very much alive. So we’re on a mission to back the wild ones. We work from that instinct and build from there to turn companies with unexpressed potential into breakthrough brands.
UNTAMED
UNTAMED
Some of our work
Investment
Leading a female-led French sportswear brand from seed to Series B.
Brand-led Transformation
Rebranding a heritage furniture company into a brand for public belonging
Brand-led Transformation
Rewiring an impact company for cultural relevance
Investment
Leading a female-led French sportswear brand from seed to Series B.
Brand-led Transformation
Rebranding a heritage furniture company into a brand for public belonging
Brand-led Transformation
Rewiring an impact company for cultural relevance
Capital and Ownership
Turning a cult Californian fashion label into an experiences brand post-acquisition
Brand-led Transformation
Rebranding and scaling up a Scandinavian travel brand into investment by LVMH Luxury Ventures
Capital and Ownership
Turning a cult Californian fashion label into an experiences brand post-acquisition
Brand-led Transformation
Rebranding and scaling up a Scandinavian travel brand into investment by LVMH Luxury Ventures
LOOKING FOR WILD
LOOKING FOR WILD
The promise we look for in consumer companies
Obsessive product
Real craft. Actual function. Genuine care. The kind of product that wouldn't exist if someone hadn't insisted. We back brands made by people possessed by the process of making something really great.
Obsessive product
Real craft. Actual function. Genuine care. The kind of product that wouldn't exist if someone hadn't insisted. We back brands made by people possessed by the process of making something really great.
A point of view
Owners and founders with an angle on the category, the customer, and a clear idea on what they're doing differently. We insist on a depth of philosophy and we back conviction. We don't take on imitation labels.
A point of view
Owners and founders with an angle on the category, the customer, and a clear idea on what they're doing differently. We insist on a depth of philosophy and we back conviction. We don't take on imitation labels.
Category-defining opportunity
Companies in large but unloved, overlooked, underserved, or even dirty/unsexy categories. We avoid crowded spaces and we don't take on turnarounds, rescues, or distressed assets.
Category-defining opportunity
Companies in large but unloved, overlooked, underserved, or even dirty/unsexy categories. We avoid crowded spaces and we don't take on turnarounds, rescues, or distressed assets.
Brand centric
Those willing to use the brand as the strategic idea for what the company can become next. We don't work with companies that treat brand as a logo or a marketing function.
Brand centric
Those willing to use the brand as the strategic idea for what the company can become next. We don't work with companies that treat brand as a logo or a marketing function.
Long term commitment
Really good things take time. We embed operationally for a twelve month minimum in our portfolio companies and have a 7-10 year investment horizon. Companies looking for a quick pump, a high end deck, a one-off sprint, or help they can't fund - this is not for them.
Long term commitment
Really good things take time. We embed operationally for a twelve month minimum in our portfolio companies and have a 7-10 year investment horizon. Companies looking for a quick pump, a high end deck, a one-off sprint, or help they can't fund - this is not for them.
WHAT WE DO
WHAT WE DO
We invest, operate, and create together
01
Investment
Minority positions in emergent companies with promise
Seed to Series A
Turnover $2.5m-$10m
$50,000 - $100,000 cheque size
Minimum 12-month operating partnership
5-7 year horizon
01
Investment
Minority positions in emergent companies with promise
Seed to Series A
Turnover $2.5m-$10m
$50,000 - $100,000 cheque size
Minimum 12-month operating partnership
5-7 year horizon
02
Brand Transformation
Brand platform
Brand-led company strategy
Strategy deployment
Organization design
Resource allocation
02
Brand Transformation
Brand platform
Brand-led company strategy
Strategy deployment
Organization design
Resource allocation
#
What looks like taste becomes traction.
What feels cultural becomes measurable.
$27M
Capital raised for portfolio brands
$37M
Group revenue 2026
$2.5M
Group EBITDA 2026
6
Active Portfolios
#
What looks like taste becomes traction.
What feels cultural becomes measurable.
$27M
Capital raised for portfolio brands
$37M
Group revenue 2026
$2.5M
Group EBITDA 2026
6
Active Portfolios
The Team
Engagement
MODELS
Venture
Duration
12+ months
We invest in emergent consumer companies with category-defining potential.
We operate inside on a light retainer for a minimum of 12 months.
We invest in one to two companies per year.
Venture
Duration
12+ months
We invest in emergent consumer companies with category-defining potential.
We operate inside on a light retainer for a minimum of 12 months.
We invest in one to two companies per year.
Venture
Duration
12+ months
We invest in emergent consumer companies with category-defining potential.
We operate inside on a light retainer for a minimum of 12 months.
We invest in one to two companies per year.
Operating Partner
Duration
6+ months
We help mature companies from $5m-$100m in revenue re-engage with what makes them wild and dangerous.
We do retainer-based work embedding with leadership on brand-led value creation strategies from insight to deployment.
Operating Partner
Duration
6+ months
We help mature companies from $5m-$100m in revenue re-engage with what makes them wild and dangerous.
We do retainer-based work embedding with leadership on brand-led value creation strategies from insight to deployment.
Operating Partner
Duration
6+ months
We help mature companies from $5m-$100m in revenue re-engage with what makes them wild and dangerous.
We do retainer-based work embedding with leadership on brand-led value creation strategies from insight to deployment.
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