What Redrice Ventures does

Redrice Ventures is a London-based venture capital firm founded in 2017 by Tom March that invests in UK-based seed and Series A consumer brands, platforms, marketplaces, and related B2B technology solutions. The firm deploys capital from a £75 million Fund II (closed February 2026, with a £45 million cornerstone commitment from the British Business Bank) at a pace of up to £10 million per year, targeting companies generating up to £10 million in revenue with credible paths to £100 million-plus. Redrice's investment thesis centers on purpose-driven, category-defining brands that build fanbases rather than mere customer bases, with stated focus areas across sport, health and wellness, and media.

The firm operates a high-touch, operator-led model rather than purely financial investing. Its team includes former senior operators — Robert Senior (ex-Global CEO of Saatchi & Saatchi), Jonathan Heilbron (ex-CEO of Thomas Pink, sold to LVMH), and Giles Humphries (Mindful Chef co-founder/CMO, scaled to £100m ARR and exited to Nestlé in 2024) — alongside Associate Partners Sir Andy Murray and Alistair Brownlee, whose personal investments and brand reach extend Redrice's reach in sport and athletic consumer brands. Beyond capital, Redrice offers portfolio companies the Redrice Lens thought-leadership platform, the HelloFounder founder community, and structured operational support. The firm is FCA-authorized (FRN: 791617) as an alternative investment fund manager.

Redrice's 20+ active portfolio companies span sports apparel (Castore, ~£1.3bn valuation), sustainable footwear (Hylo), pet nutrition (Untamed), intimate skincare (Luna Daily), gut health (Epetōme), run coaching (Coopah), social fashion rental (By Rotation), and luxury golf (Manors). Redrice generates revenue through traditional fund-management economics — management fees on deployed AUM and carried interest on realizations — with co-investment partnerships alongside Active Partners, Unilever Ventures, London Marathon Events, and others supporting deal flow and syndication.

Name

Redrice Ventures

Legal name

Redrice Ventures Ltd

Website

https://redriceventures.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

London-based seed and Series A venture capital firm investing in UK consumer brands, platforms, and B2B tech solutions, managing a £75m Fund II with 20+ portfolio companies including Castore and Hylo.

Ownership category

akta.pro rank

Product category

Venture Capital / Private Equity

NAICS

Open-End Investment Funds (52591), Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Independent Venture Debt Funds / Platforms (FSANAIAB)

Keywords

• Seed-stage venture capital
• Consumer brand investing
• Early-stage equity funding
• B2B tech investment
• Portfolio management services

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others, Technology or R&D

Revenue model

1. Fund Management: Redrice Ventures generates revenue through management fees and carried interest (performance fees) from their investment funds. As an FCA-authorized alternative investment fund manager (FRN: 791617), they manage institutional capital deployment into early-stage consumer brands.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Redrice Ventures is a London-based venture capital firm that invests seed and Series A capital into UK-based consumer brands, platforms, marketplaces, and B2B tech solutions serving consumer industries. Through its £75m Fund II (with a £45m cornerstone commitment from the British Business Bank), the firm deploys up to £10m annually into companies generating up to £10m revenue with a path to £100m+. Beyond capital, Redrice provides portfolio founders with strategic and operational support, access to an operating-partner network of former C-suite executives, and athlete ambassador relationships via the Redrice Sports Collective.

Product overview

Redrice Ventures is a London-based venture capital firm that provides seed-stage investment to UK-based consumer brands, platforms, and B2B tech companies. The firm operates Fund II with a £75m target, deploying up to £10M annually. The core offering consists of capital investment combined with strategic and operational support for founders building premium consumer brands. The portfolio spans 23 companies across sports (Castore, HYLO, Puresport), health and wellness (Epetome, Luna Daily, Spacegoods), pet care (Untamed), fashion (By Rotation, Colors*Studios), fitness (GoJoe, Self Space), travel (Lovetovisit, Ocean Bottle), and other consumer verticals. Additional services include the HelloFounder community platform connecting early-stage founders, The Redrice Lens thought leadership content series, and a structured pitch deck submission process.

Differentiator

Problem solved

Functional benefit

Products and services

• Seed and Series A Venture Capital Investment Equity investment at seed and Series A stages into UK-based consumer brands, platforms, marketplaces, and B2B tech solutions serving consumer industries, typically leading or co-leading rounds. Target companies generate up to £10m revenue with a credible plan to reach £100m+ revenue and an engaged customer community.
• Redrice Fund II The firm's £75m second investment vehicle, with up to £45m cornerstone commitment from the British Business Bank, deployed into seed and Series A UK consumer brands and B2B tech serving consumer industries.
• HelloFounder Community A founder community platform for early-stage consumer brand founders, providing networking opportunities, access to portfolio brand stories, expert articles, and exclusive founder meet-ups run by Redrice Ventures.
• The Redrice Lens Redrice's thought leadership content platform and proprietary consumer brand-building framework, featuring articles on consumer psychology, brand-building strategy, and entrepreneurship aimed at consumer-brand founders and the wider ecosystem.

Quantifiable outcome

• Portfolio company Castore grew from barely known startup to company worth around £1.3 billion under Redrice's investment

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered minor.

• London Marathon EventsminorStrategic or Co-development Partner · 13 November 2024London Marathon Events participated in Coopah's £1.5 million seed funding round alongside Redrice Ventures and Active Partners. Coopah is the official training partner for the TCS London Marathon.
• The WalpoleminorOthersRedrice Ventures is a partner of The Walpole, a British luxury brand organization, demonstrating their focus on premium consumer brands.
• Creative UKminorOthersRedrice Ventures is associated with Creative UK, which is leading the launch of a new 'single front door' guidance service for the creative industries sector in 2026.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Active Partners: UK-based VC firm focused on early-stage consumer brands in health, wellness, and food. Active Partners co-invested with Redrice in Epetōme (Feb 2026), making it a directly comparable peer on UK consumer brand seed/Series A investing.
• Felix Capital: London-based VC firm investing in European consumer, internet, and creative businesses at seed and Series A stages. Felix is a direct peer given its similar European consumer brand focus, comparable check size, and overlap with Redrice's sport/wellness/lifestyle verticals.
• Forward Partners: UK-based VC firm specializing in early-stage e-commerce, retail technology, and consumer brands. Forward Partners is a direct peer given its directly comparable focus on UK consumer/retail businesses at the seed/Series A stage that Redrice targets.
• Connect Ventures: London-based early-stage VC firm investing in consumer and enterprise technology across Europe, partnering with Atomico. Connect Ventures is a direct peer given its similar UK seed-stage focus and consumer technology overlap with Redrice.
• LocalGlobe: London-based early-stage VC firm founded by Saul Klein, investing in UK seed-stage technology and consumer businesses. LocalGlobe is a direct peer given its similar UK seed-stage focus and meaningful overlap with Redrice's consumer brand mandate.

Regional players

• Forerunner Ventures: US-based VC firm specializing in consumer brands (Glossier, Warby Parker, Bonobos). Forerunner is a regional peer — sharing Redrice's consumer brand specialization but focused on the US market rather than the UK.

Broad incumbents

• Octopus Ventures: Large UK-based VC firm with a meaningful consumer brand portfolio (Depop, Zoopla heritage). Octopus is a broad incumbent — substantially larger and more diversified than Redrice, but with overlapping UK consumer focus and follow-on capacity.
• Index Ventures: Global VC firm with a deep consumer brand portfolio (Glossier, Discord, Wise, Supercell). Index is a broad incumbent given its global scale and broader sector coverage, but shares Redrice's conviction that great consumer brands can scale to category-defining outcomes.
• Atomico: European VC firm founded by Skype co-founder Niklas Zennström, investing in tech and consumer businesses across Europe. Atomico is a broad incumbent given its larger fund size and broader tech focus compared to Redrice's narrow consumer specialization.
• Balderton Capital: London-based early-stage VC firm investing across European technology, including consumer brands. Balderton is a broad incumbent given its larger fund size and broader tech focus relative to Redrice's consumer-only mandate.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/RedriceV
• LinkedInlinkedin.com/company/redrice-ventures
• Instagraminstagram.com/redricev

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments22 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Redrice Ventures