San Francisco Equity Partners (SFEP) has made a $20 million investment in BrüMate, a direct-to-consumer seller of insulated drinkware.
BrüMate’s patented products include wine tumblers, wine canteens, can and bottle coolers, barware, and coolers. The company was founded in 2016 by Dylan Jacob and is headquartered in Denver, Colorado. 
BrüMate was ranked as #14 on Inc. Magazine’s 2020 “Inc. 5,000” list of the fastest-growing companies in America.
SFEP operating partner Moiz Ali, the founder of direct-to-consumer personal care brand Native Deodorant, is investing in BrüMate alongside SFEP and he will work with Mr. Jacob and the company’s management team to expand the company’s digital marketing and e-commerce strategy. Mr. Ali sold Native in November 2017 to Procter & Gamble for $100 million. In January 2020, he stepped down as the CEO of Native.
“BrüMate is a truly unique brand that has developed a strong emotional connection with its consumer,” said Scott Potter, managing partner of SFEP. “We are committed to retaining the brand’s focus on innovation, product quality, and enhancing shared outdoor consumer experiences.”
SFEP is BrüMate’s first outside investor. “In taking on a capital partner for the first time, it was important for us to partner with a firm like SFEP with a proven history of scaling iconic consumer brands and executing strategic retail programs,” said Mr. Jacob. “We’re also thrilled to be working with Moiz, who has invaluable experience building one of the fastest-growing and most successful D2C consumer brands in history.”
San Francisco Equity Partners makes control and minority investments of $10 million to $30 million in consumer companies that have revenue of up to $100 million and EBITDA of up to $10 million. Consumer sectors of specific interest include apparel; beauty and personal care; food and beverage; health and wellness; household products; outdoor and recreation; pet care; and specialty manufacturing. The firm, as its name implies, is based in San Francisco.
New York City-based Threadstone Advisors was the financial advisor to BrüMate on this transaction.
Private Equity Professional | September 18, 2020