What, How, Why


What is The Craftory?

We’re an investment house as revolutionary as the challengers we back. That's investment house, not investment fund: We're permanent capital, building a new house of brands. We're not here to buy and flip quick. 


We are cause capital, counter-corporate and anti traditional VC. We’re a frontline stronghold for the next generation of fearless consumer brands. We're a gang of friends, determined to fuel growth and amplify the impact of the world’s boldest CPG challengers.




How will the Craftory achieve this?

We’re amply funded: We’re levelling the playing field with $300M of capital to deploy.


We’re hands-on strategic and creative: We’re experts in branding, storytelling, growth platforms and supply chain. We know how to amplify your impact and spread your mission to tens of millions.


We’re a unique community of like-minded challengers and a brain trust of some of the finest disruptors around.



Why is the Craftory doing this?

Because we (and everyone else) have grown tired of phony brands that waste our time and the planet’s resources. We know there’s a better way. 


And because every rebel needs a quarterback, and every wolf needs a wolfmother.



What’s with the K9 logo?

They’re wolves, the perennial outsiders. Feared, misunderstood and unfairly demonised. The big one’s the wolfmother (that’s us), and her cubs are the brands we invest in.


We see a lot of similarities between what we do and lupine behaviour: How they hunt, what they target, their hunger, focus, and camaraderie. We’re here to take down those lumbering 20th century brands, full of weasel words and BS. Time's up for businesses and brands that hurt the planet and society for the sake of profit. In place of those zombie brands we will unleash brave new wolves with light in their eyes.   






The Craftory

Egyptian House

170 Piccadilly



United Kingdom



Challenger Brands

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