VMG Partners
VMG Partners is a San Francisco-based private equity firm founded in 2005 that invests in consumer brands and consumer technology through two strategies, VMG Consumer and VMG Technology, managing 80+ portfolio companies and a $1B 2025-vintage fund.
- Company typePrivate
- Founded2005
- HeadquartersSan Francisco, United States
- Headcount51–100
- GTM typeB2B
- OfferingServices
What VMG Partners does
VMG Partners is a San Francisco-based private equity firm founded in 2005 that invests in consumer brands and consumer technology companies through two complementary strategies: VMG Consumer, focused on differentiated CPG and retail brands, and VMG Technology, focused on consumer-tech and AI-enabled commerce infrastructure. The firm is headquartered at 39 Mesa Street, Suite 310, in San Francisco's Presidio, and operates with a team of 42+ investment and operating professionals. As of Dakota's rankings, VMG is recognized as a top-10 PE firm in consumer brands. The firm is led by co-Managing Partners Mike Mauzé and Robin Tsai (with Tsai's elevation formalized in January 2026), and Bonaccord Capital Partners holds a minority stake acquired in October 2022.
The platform backs companies across the early-to-growth stage, with 80+ portfolio companies to date spanning prestige and mass-market beauty (Kosas ~$150M revenue, Vacation Inc., The Doux, Stars + Honey), food and beverage (Nutpods, Honey Pot), pet (Scenthound), hair care (K18), and consumer-AI infrastructure (Gradial, FERMÀT, Auxia, Lyric, Tracksuit, Scotch). The firm generates revenue through standard PE mechanics: management fees on committed capital (a $1B fund closed in May 2025, the largest to date, implies approximately $20M of annual fees from that vehicle) plus carried interest on realizations, anchored by exits such as K18 to Unilever (Dec 2023), Nutpods to MPearlRock (Jan 2024), and The Honey Pot to Compass Diversified.
The go-to-market is relationship-driven and thesis-led, with a deliberate dual-strategy structure designed to capture cross-portfolio value between consumer brands and the AI/commerce technology that increasingly powers their growth. LP base expansion into Europe in June 2025 broadened the institutional investor pool beyond a U.S.-only model, supporting the firm's fundraising trajectory and reducing single-region concentration risk.
VMG Partners firmographics
Firmographics- Name
- VMG Partners
- Legal name
- VMG Partners II, LLC
- Website
- https://vmgpartners.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- VMG Partners is a San Francisco-based private equity firm founded in 2005 that invests in consumer brands and consumer technology through two strategies, VMG Consumer and VMG Technology, managing 80+ portfolio companies and a $1B 2025-vintage fund.
- Ownership category
- akta.pro rank
VMG Partners industry classification
Industry- Product category
- Growth Equity / Private Equity
- NAICS
- Portfolio Management and Investment Advice (523940)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Sector-Focused Venture Capital (Vertical Specialists) (FSANAAAD)
- akta.pro secondary industry
- Healthcare & Life Sciences Growth Equity (FSANACAB)
Keywords
Where VMG Partners is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
VMG Partners business model
Business model- GTM type
- B2B
- Offering type
- Services
Revenue model
- Fund management fees and carried interest (inferred standard PE model): Private equity revenue model inferred from the firm's $1 billion fund close in May 2025: VMG collects recurring management fees on assets under management (typical industry range of ~1.5%–2% annually) and earns carried interest (typically ~20%) on profitable realizations of portfolio investments. Source confirms only the fund size and consumer-focused mandate; specific fee and carry terms are not publicly disclosed.
- Capital gains from portfolio realizations (inferred): Realized-investment gains from exits. The portfolio page distinguishes "Current" and "Realized" investments, indicating revenue recognition upon exit events. Documented recent exits and activity include Unilever's acquisition of K18 (December 2023), Compass Diversified's acquisition of The Honey Pot Company, MPearlRock's acquisition of Nutpods (January 2024), and various other realizations across the 80+ company portfolio.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | — | Private placement fund commitment (not publicly disclosed) |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels7 records
VMG Partners product offering
Product offeringCore offering
VMG Partners is a San Francisco-based growth equity firm that invests in consumer brands and consumer-experience technology companies through two complementary strategies — VMG Consumer (brands that anchor modern life across beauty, food & beverage, pet, wellness & fitness, and marketplaces) and VMG Technology (B2B software and platforms that help consumer experiences scale). The firm provides patient growth capital, operational support, and access to a deep CPG/consumer-tech ecosystem to founders while earning revenue through management fees on assets under management and carried interest / capital gains from portfolio realizations.
Differentiator
Problem solved
Functional benefit
Brands
- VMG Consumer: Investment strategy brand focused on championing brands that anchor modern life (consumer brands).
- VMG Technology
Products and services
- VMG Consumer
Companies that use VMG Partners
Customer profileNamed customers15 records
Segments3 records
VMG Partners technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
VMG Partners partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and flagship.
- NXT WashcorePortfolio company Rinsed (car-wash CRM) announced a strategic partnership with NXT Wash (February 2026). This partnership is cross-portfolio within VMG's consumer-tech network, enabling Rinsed's expansion across the car-wash vertical.
- Target CorporationflagshipStrategic ecosystem partner. VMG Partners and Target co-host the VMG Partners & Target Newness Summit (April 2024), which spotlights innovation in food and beverage aisles and connects VMG portfolio companies to Target's buyer network.
Scale indicators6 records
Recent moves8 records
Expansion highlights6 records
VMG Partners competitors and assessment
Company assessmentDirect peers
- L Catterton: L Catterton is the largest consumer-focused private equity firm globally, raised $11B in 2026 alone per Peony. It is the most direct competitor to VMG's consumer brand investing strategy, operating across beauty, food & beverage, wellness, and retail with materially larger fund sizes.
- TSG Consumer Partners: TSG Consumer Partners is a consumer-specialist growth equity firm investing in branded consumer companies across food & beverage, beauty, wellness, and retail. Named alongside VMG in Dakota's top 10 consumer PE list, it competes directly for the same founder relationships and deal flow.
- Forerunner Ventures: Forerunner Ventures is a consumer-focused early-stage venture firm investing in brands and commerce infrastructure. Also named in Dakota's top 10 consumer PE list, Forerunner competes with VMG on the earlier-stage consumer and consumer-tech end of the spectrum.
- CAVU Consumer Partners: CAVU Consumer Partners is a consumer-specialist growth equity firm that raised a $325M fund per Peony's 2026 ranking. It is a near-direct competitor to VMG's consumer growth strategy with a similar stage and check-size focus.
- Prelude Growth Partners: Prelude Growth Partners is a consumer-focused growth equity firm listed alongside VMG in Dakota's top 10. It targets similar stage consumer brand and consumer-tech investments, making it a direct comparable on the consumer growth equity side.
Broad incumbents
- Roark Capital: Roark Capital is one of the largest consumer-focused PE firms, particularly dominant in restaurant and food franchise brands. Listed alongside VMG in Dakota's top 10, it competes on consumer brand deals at much larger check sizes than VMG.
- General Atlantic: General Atlantic is a global growth equity firm with significant consumer and consumer-tech exposure. Listed alongside VMG in Dakota's top 10, it competes for growth-stage consumer deals with broader geographic reach and larger fund vintages.
- Bain Capital: Bain Capital is a global alternative asset manager with significant consumer practice and a venture arm (Bain Capital Ventures) that has co-invested with VMG in Fermat. Listed in Dakota's top 10 consumer PE rankings, it competes with VMG on larger consumer deals while partnering on smaller tech bets.
- Advent International: Advent International is a global PE firm with a sizable consumer and retail practice. Named alongside VMG in Dakota's top 10, it competes on larger consumer deals with broader geographic reach and longer hold horizons than VMG's growth-equity focus.
Emerging players
- Insight Partners: Insight Partners is a global software-focused growth equity firm that has co-invested with VMG in Gradial (Series C, June 2026) and Lyric (Series B, Aug 2025). It is a recurring co-investor and partial peer on the consumer-technology side of VMG's mandate.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
VMG Partners social profiles
Digital presenceVMG Partners compliance and trust
Trust signalCompliance1 record
VMG Partners financial estimates
Financial estimateRevenue estimate
Valuation estimate
VMG Partners leadership team
Management profileNumber of profiles
VMG Partners subsidiaries and ownership
Company hierarchySubsidiaries1 record
VMG Partners funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
VMG Partners M&A and investment
M&A and investmentM&A1 record
Investments68 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about VMG Partners
What does VMG Partners do?
VMG Partners is a San Francisco-based growth equity firm that invests in consumer brands and consumer-experience technology companies through two complementary strategies — VMG Consumer (brands that anchor modern life across beauty, food & beverage, pet, wellness & fitness, and marketplaces) and VMG Technology (B2B software and platforms that help consumer experiences scale). The firm provides patient growth capital, operational support, and access to a deep CPG/consumer-tech ecosystem to founders while earning revenue through management fees on assets under management and carried interest / capital gains from portfolio realizations.
Is VMG Partners a public or private company?
VMG Partners is a private company. It is currently operating.
When was VMG Partners founded?
VMG Partners was founded in 2005. It employs 51 to 100 people.
Where is VMG Partners based?
VMG Partners is headquartered in San Francisco, United States, in the North America region.
How does VMG Partners make money?
Two revenue lines are on record. Fund management fees and carried interest (inferred standard PE model) is the primary driver. The others are capital gains from portfolio realizations (inferred).
Who are VMG Partners's main competitors?
Direct peers on record are L Catterton, TSG Consumer Partners, Forerunner Ventures, CAVU Consumer Partners and Prelude Growth Partners. Broad incumbents are Roark Capital, General Atlantic, Bain Capital and Advent International. Insight Partners is listed as an emerging player.
Does VMG Partners have an API?
No public API is recorded for VMG Partners.
What industry is VMG Partners in?
VMG Partners's product category is Growth Equity / Private Equity. Its primary akta.pro industry code is FSANAAAD, Sector-Focused Venture Capital (Vertical Specialists), with a secondary code of FSANACAB, Healthcare & Life Sciences Growth Equity. Its NAICS code is 523940 and its SIC code is 6282.