TSG Consumer Partners
TSG Consumer Partners is a consumer-focused private equity firm founded in 1986, managing approximately $14-20 billion in AUM through funds that make majority and minority investments in branded consumer companies across Health & Wellness, Food & Beverage, Beauty, and Restaurants.
- Company typePrivate
- Founded1987
- HeadquartersSan Francisco, United States
- Headcount51–100
- GTM typeB2B
- OfferingServices
What TSG Consumer Partners does
TSG Consumer Partners is a private equity firm founded in 1986 and headquartered in Larkspur (Marin County), California, that specializes exclusively in consumer-sector investing. The firm manages approximately $14-20 billion in assets under management across multiple fund vintages, with the ninth fund TSG9 L.P. closing at $6 billion in January 2023. TSG focuses on five verticals: Health & Wellness, Home & Auto, Food & Beverage, Restaurants, and Beauty & Personal Care. It makes both majority and minority equity investments, typically ranging from $200 million to $800 million for control deals and $15 million to $50 million for minority growth investments through TSG7 B. Current and recent portfolio companies include EōS Fitness, Planet Fitness, Dutch Bros Coffee, CorePower Yoga, Phlur, Summer Fridays, DUDE Wipes, BrewDog, Revolve, IT Cosmetics (exited to L'Oréal for $1.2 billion in 2016), and Joe Hudson's Collision Centers (exited to Boyd Group for $1.3 billion in 2025).
The firm supports its portfolio companies through TSG Vantage, a dedicated portfolio operations and value-creation group established in 2016 that provides expertise across consumer insights, branding and marketing, digital transformation, data analytics, and human capital. TSG operates from offices in San Francisco (Larkspur), New York, London (opened 2019), Stamford, and Summerlin, with investment activities spanning North America and Europe. The firm employs approximately 79 people, with more than half women and roughly one-third of partners female, an unusual demographic profile for the PE industry. Reported performance includes approximately 24% average net IRR to LPs historically and 30% for the most recent three funds.
TSG's revenue model follows the standard PE structure of management fees (typically 1-2% of committed capital annually) supplemented by performance-based carried interest on realized investment gains. Its customer base is bifurcated: portfolio companies receive capital and operational support, while limited partners (pension funds, endowments, family offices) commit capital to TSG funds. Deal sourcing flows primarily through founder networks, referrals from existing portfolio companies, industry conferences, and direct outreach to management teams. Notable recent transactions include the $1.5 billion acquisition of EōS Fitness (May 2025), the acquisition of fragrance brand Phlur (July 2025), the strategic investment in DUDE Wipes (June 2025), and the minority investment in Pura Vida Miami (November 2025).
TSG Consumer Partners firmographics
Firmographics- Name
- TSG Consumer Partners
- Legal name
- TSG Consumer Partners, LP
- Website
- http://www.tsgconsumer.com
- Company type
- Private
- Founded year
- 1987
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- TSG Consumer Partners is a consumer-focused private equity firm founded in 1986, managing approximately $14-20 billion in AUM through funds that make majority and minority investments in branded consumer companies across Health & Wellness, Food & Beverage, Beauty, and Restaurants.
- Ownership category
- akta.pro rank
Where TSG Consumer Partners is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices5 records
Markets served
TSG Consumer Partners business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Management Fees: PE firms typically charge management fees on committed capital under management, typically 1-2% of AUM annually.
- Carried Interest: Performance-based fees earned as a percentage of investment profits when portfolio companies are exited at gains.
Go-to-market motion2 records
Distribution channels1 record
Marketing channels3 records
TSG Consumer Partners product offering
Product offeringCore offering
TSG Consumer Partners is a consumer-focused private equity firm that makes minority and majority equity investments in established consumer companies across Health & Wellness, Home & Auto, Food & Beverage, Restaurants, and Beauty & Personal Care sectors. The firm invests $200 million to $800 million for majority stakes and $15 million to $50 million for earlier-stage companies through dedicated portfolio operations support (TSG Vantage).
Product overview
TSG Consumer Partners is a leading consumer-focused private equity firm with approximately $14 billion in assets under management and a 40-year track record of building iconic brands. The firm operates as a single unified investment platform offering both majority and minority investments in consumer companies. TSG's investment focus spans Health & Wellness, Home & Auto, Food & Beverage, Restaurants, and Beauty & Personal Care sectors. The firm supports portfolio companies through its dedicated TSG Vantage team, which provides expertise in consumer insights, branding, digital transformation, data analytics, human capital, and operational support. Key current portfolio companies include EōS Fitness, Phlur, Summer Fridays, DUDE Wipes, Planet Fitness, Dutch Bros Coffee, CorePower Yoga, and Revolve. The firm has offices in San Francisco, New York, London, Larkspur, Stamford, and Summerlin, and has completed successful exits including IT Cosmetics (sold to L'Oréal), Joe Hudson's Collision Center (sold to Boyd Group), and Canyon Bicycles (sold to GBL).
Differentiator
Problem solved
Functional benefit
Products and services
- TSG Consumer Partners Private Equity Funds
- TSG Vantage
Quantifiable outcome
- Approximately 24% average net IRR to limited partners historically, 30% for last three funds
- +1 more outcomes
Companies that use TSG Consumer Partners
Customer profileNamed customers14 records
Segments2 records
Ideal customer profiles2 records
TSG Consumer Partners technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
TSG Consumer Partners partnerships and signals
Strategic signalScale indicators6 records
Recent moves9 records
Expansion highlights7 records
TSG Consumer Partners competitors and assessment
Company assessmentDirect peers
- L Catterton: The largest consumer-focused private equity firm globally, with deep investment focus across beauty, food, retail, and consumer health — the closest direct comparable to TSG Consumer Partners in mandate and stage.
- Brynwood Partners: Consumer-focused private equity firm specializing in brand revitalization and corporate carve-outs in food, beverage, and consumer products — directly comparable to TSG's majority-investment, value-creation thesis in established consumer brands.
- Kainos Capital: Private equity firm focused exclusively on the consumer industry across food, retail, and consumer services, with comparable equity check sizes and consumer-only investment mandate.
- Tengram Capital Partners: Consumer-only private equity firm investing in branded consumer companies across beauty, wellness, food/beverage, and lifestyle — overlapping investment focus and stage with TSG's growth and majority investments.
- Centre Partners: Middle-market private equity firm with a dedicated consumer practice, investing in branded consumer companies with growth theses comparable to TSG's $200-800M equity check range.
- Monomoy Capital Partners: Lower middle-market private equity firm focused on consumer products and industrial companies — comparable to TSG in sector focus, though at a smaller equity check range.
- Swander Pace Capital: Private equity firm focused on consumer products and services companies in North America, with comparable middle-market consumer thesis and operating partnership approach.
- Sandbridge Capital: Consumer-focused private equity and venture firm investing in branded consumer companies globally — directly comparable in dedicated consumer mandate with overlap in beauty and lifestyle.
Broad incumbents
- CVC Capital Partners: Large global private equity firm with a dedicated consumer practice and European platform — a broad incumbent that competes for similar consumer brands at larger scale than TSG.
- Bain Capital: Major global private equity firm with a long-standing consumer products and retail practice — a broad incumbent that competes for the same founder-led and corporate-divestiture consumer opportunities as TSG.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
TSG Consumer Partners social profiles
Digital presenceTSG Consumer Partners financial estimates
Financial estimateRevenue estimate
Valuation estimate
TSG Consumer Partners leadership team
Management profileNumber of profiles
Profiles18 records
TSG Consumer Partners funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TSG Consumer Partners M&A and investment
M&A and investmentM&A31 records
Investments26 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about TSG Consumer Partners
What does TSG Consumer Partners do?
TSG Consumer Partners is a consumer-focused private equity firm that makes minority and majority equity investments in established consumer companies across Health & Wellness, Home & Auto, Food & Beverage, Restaurants, and Beauty & Personal Care sectors. The firm invests $200 million to $800 million for majority stakes and $15 million to $50 million for earlier-stage companies through dedicated portfolio operations support (TSG Vantage).
Is TSG Consumer Partners a public or private company?
TSG Consumer Partners is a private company. It is classified as management employee owned and is currently operating.
When was TSG Consumer Partners founded?
TSG Consumer Partners was founded in 1987. It employs 51 to 100 people.
Where is TSG Consumer Partners based?
TSG Consumer Partners is headquartered in San Francisco, United States, in the North America region.
How does TSG Consumer Partners make money?
Two revenue lines are on record. Management Fees are the primary driver. The others are carried Interest.
Who are TSG Consumer Partners's main competitors?
Direct peers on record are L Catterton, Brynwood Partners, Kainos Capital, Tengram Capital Partners, Centre Partners, Monomoy Capital Partners, Swander Pace Capital and Sandbridge Capital. Broad incumbents are CVC Capital Partners and Bain Capital.
Does TSG Consumer Partners have an API?
No public API is recorded for TSG Consumer Partners.