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London – Rosie Huntington-Whiteley is the founder of a new company known as Equity Studio, set up by investor Anna Sweeting, with the aim of providing funding and strategic advice to entrepreneur-led, consumer-focused businesses. will join the company.
Equity Studio will launch as a principal investment vehicle backed exclusively by Mr. Sweeting and Mr. Huntington Whiteley. The partners plan to generate revenue between $3 million and $20 million, with a focus on brands in the U.S., U.K. and Europe.
Mr Sweeting said the ideal investment target would be in the early to mid-stages of development.
As part of the new venture, Mr. Sweeting has also established an advisory board comprised of international business leaders, strategists and entrepreneurs, including Mr. Huntington-Whiteley, to put their diverse skills to work. He will advise founders and help them expand their business.
Equity Studio will invest in businesses across beauty, wellness and lifestyle, with a focus on value creation and supporting entrepreneurs. Sweeting and Huntington-Whiteley plan to reveal their first investment soon.
In an interview, Sweeting said Equity Studio’s goal is to work closely with founder entrepreneurs to scale brands that have “a proven track record of generating revenue, a clear path to profitability, and potential for growth.” He said it was true.
She also wants to build “connection and trust” with founders.
“Things are changing a lot and these entrepreneurs need capital, but they also need money. [advice] From people navigating the landscape in real time. We are in a position to help them hone their existing strengths and continue to grow their market share. If we can invest and take them on a journey, it will be a magical combination,” Sweeting said.
She believes there is a gap in the current investment landscape for small, successful consumer brands that are struggling to find investment.
The macro environment, cost-of-living crisis, and consumer caution are making it even more difficult for these brands that need capital to scale.
Sweeting argues that founders need investors who believe in their company’s operating principles and have a “professional and supportive ecosystem” to respond to any changes in the market.
Her approach is unusual. Private equity firms can force companies to grow too quickly, rack up debt, and end up incurring losses if their strategies don’t work out. Sweetening takes a different approach. “We are being patient, creative and flexible.”
She and Huntington-Whiteley said they are looking for a founder who is “influential, determined, and someone who can seamlessly integrate marketing and cultural prestige to create entertainment.” These are the brands we are exiting,” she added.
The ideal investment target also needs strong product offerings and superpowers, including research and development, scientific and supply chain expertise, and proprietary data.
Rosie Huntington-Whiteley and Anna Sweeting
courtesy
Sweeting has spent his career building and expanding brands. She co-founded the investment firm Vaultier7 and has backed brands such as Gisou, 111Skin, Axel Arigato, Vestiaire Collective, and DeMellier.
She is one of the few professional female investors who founded and runs her own investment fund and holds more than 15 board seats across her global portfolio.
Sweeting describes Equity Studio as an “evolution” of her investment vision and desire to support entrepreneurial businesses. She will continue to manage her Vaultier7 investments alongside investments on The Equity Studio platform.
Asked about choosing Huntington-Whiteley as an investment partner, Sweeting said the two women have known each other for some time and share a passion for building brands.
“We come from very different perspectives, but they’re very complementary. I’m always looking for brands that have a cultural passion and are fueled by community and content. Rosie Leads the Culture “We’re building the brand with founders who are always thinking about ways to grow their community and participate in the cultural conversation,” she said.
Sweeting described Huntington-Whiteley as “an extraordinary entrepreneur who has lived a long life in so many different fields.” She literally builds value into everything she does. She is a cultural catalyst and what I admire most is her keen ability to select and partner with talent and brands that are ahead of their time. ”
Huntington-Whiteley is a British educational institution. She has worked with Marks & Spencer for over a decade of her life, collaborating on the retailer’s makeup and lingerie collections. She has appeared in Burberry campaigns and runways, and is widely known outside the UK as a former Victoria’s Secret Angel and actress.
In 2018, she launched Rose Inc., a beauty and wellness platform, followed three years later with a multitasking, eco-friendly color cosmetics collection of the same name.
Rose Co.’s makeup line has partnered with Amyris, which filed for Chapter 11 bankruptcy in Delaware court in August. Her brand was eventually sold at auction to Hong Kong investor AA Investments.
Huntington-Whiteley has nearly 20 million followers on Instagram and has recently partnered with brands including Waterdrop, Anin Bing, Gia Borghini and Hunza G.
Huntington-Whiteley said Sweeting is “in terms of identifying iconic brands early on and supporting them, both from a capital perspective and as a high-impact strategic partner. She is an excellent person in her own right.” We could not be more aligned in our vision for the modern consumer environment and in creating timeless value and lasting impact. We realize now is the time to unlock capital resources and communities to accelerate great entrepreneurs. ”
Meribeth Parker, current chair of the British Beauty Council and member of Equity Studio’s advisory board, says the consumer landscape is changing rapidly and that Sweeting and Huntington-Whiteley are He said he was very sensitive to movement.
“We learned in real time that to capture and retain consumers’ attention, we needed to break away from tried-and-true practices and collaborate with them. [businesses that have] Aim to reach relevant audiences and move towards new possibilities. Both Anna and Rosie have the foresight to understand these dynamics and are truly tailor-made to help shape this evolving consumer landscape together. ”
Other members of the advisory board include Barbara Turner, CEO and founding partner of Marcho Partners, a London-based technology investment firm; Ben Lewis, CEO and co-founder of online baby and kids food brand Little Spoon, and investment banker and investor Luca Turco Rivelli.
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