We back the world's boldest Challenger Brands
The Craftory is a whole new thing: a $300M investment house focused solely on amping Challenger Brands. We only invest in new, digitally-activated consumer goods brands with powerful mission-driven purposes. We offer permanent capital for brands that improve the categories they serve, our society, and the planet.
The Challenger Revolution
What makes a Challenger Brand?
Here are five characteristics we look for at The Craftory ...
Our New House of Brands
We're backing solutions to the great challenges of our time.
Investment by investment.
Seven expert crafters.
One alphabetised team.
'Deliver Righteous Causes, brand by brand'
explained and expanded.
Connect With The Craftory
Let's make a dent in the universe together.
Read Our Thoughts
Our blog now comes in three flavours:
Posts categorised WHY track shifting consumer preferences and structural or procedural barriers, HOW focuses on Challenger Brand operating models, and WHAT explores trends that create Challenger opportunities.
Press & PR only