Founded 2023, London-based VC backing impact-driven UK consumer brands. Led by serial entrepreneur Roger Wade (Boxpark, Boxfresh founder). Team includes former investment bankers, sustainability experts, corporate innovation leaders. 3 investments to date (Nuud, Dicky Deans, Sticks). £100k–£1m checks, pre-seed to seed. Portfolio spans food, consumer durables, B2B education.
Investment Thesis
Purpose-driven consumer brands, seed–early commercialization stage. Invests £100k–£1m in UK-based SEIS/EIS-eligible startups focused on Social Good, Healthy Planet, Positive Business Practices. "Zebra" philosophy: profitable impact over unicorn chase. High-conviction, concentrated portfolio. Leads exclusive rounds with board involvement. 4–5 deals annually. Avoid: pure tech; non-ESG aligned; lack profit potential.
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