Willow Growth Partners

Willow Growth Partners is an early-stage investor in consumer brands and the technology behind them. It takes a founder-first approach and treats each investment as a partnership. The site frames its interest as wellness as a way of life.

Products and services

• First institutional rounds: it leads the first round of financing for brands it backs.
• Rational valuation and scaling: a disciplined approach to pricing, capitalising and growing a brand.
• Founder support: strategy, planning and introductions from its network.

Who it works with

Founders building consumer brands. The firm says its strategy rests on three pillars: values-led brands, strong margins with predictable repeat purchasing, and the right capital structure. Partner brands span food, skincare, haircare, vitamins, pet wellness, baby products, men's grooming and makeup.

Key facts

• Stage: early stage, first institutional round
• Focus: consumer brands and supporting technology
• Approach: values-led, founder-first