The Craftory


The Craftory is a global investment house based in London, UK. It was founded in early 2018 as an alternative to Venture Capital. The current fund size is $375 million in permanent capital and the firm only invests in ‘Challenger Brands’.

Focus

The Craftory was founded in 2018 by Ernesto Schmitt and Elio Leoni Sceti specifically investing in new, digitally-activated consumer goods brands. Investors in the Craftory include Spice private equity/GP Investments, who invested $60 million in May 2018; the remainder of the capital comes from private wealth. The Craftory actively invests in up to 10 challenger brands with annual revenues of more than $10m, in various consumer sectors including beauty, health, food, household and personal care.

Investments

The Craftory has made multiple investments to date, ranging from AI-powered plant-based food replacements to period-proof swimwear and underwear; investments include