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The Naked Market

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uuid0000s2q

Namestring
The Naked Market
Legal namestring
The Naked Market
Websiteurl
thenakedmarket.com
Company typeenum
Private
Founded yearint
2019
Descriptiontext

The Naked Market is a privately held, San Francisco-based food and beverage company founded in 2019 that builds and acquires consumer brands using what it describes as proprietary data analysis and operational technology. The company's stated model combines in-house brand development with opportunistic acquisition of established but distressed food and beverage brands, then relaunches and scales them through broader retail distribution. Total disclosed equity funding is approximately $33.5 million across a $6M seed round in October 2020 (with Sequoia Capital and HV Capital among the investors) and a $27.5M Series A in November 2021 led by Integrated Capital.

The company's primary operating asset is Haus, a low-alcohol aperitif brand originally launched in 2019 in Sonoma, California, which The Naked Market acquired in June 2023 after Haus faced financial difficulties following a loss of investor funding. Haus reportedly generated over $10 million in revenue in 2022 before the acquisition and had been on the market for more than 11 months. Post-acquisition, The Naked Market plans to relaunch Haus's existing product line, expand into new categories, and pursue broad retail distribution, with Sonoma-based winemaker Micah Wirth engaged in product development. The Naked Market itself operates with a small team of 1–10 employees under co-founders Alex Kost, Tim Marbach, and CEO Harrison Fugman, and serves consumers in the U.S. beverage market through its acquired brand portfolio.

Short descriptiontext

The Naked Market is a San Francisco-based food and beverage company founded in 2019 that builds and acquires consumer brands using proprietary data analysis and operational technology, with Haus as its primary acquired asset.

Operating statusenum
Operating
Ownership categoryenum
Headcount rangeband
1–10
akta.pro rankint
HeadquartersSan Francisco, United States
HQ citystring
San Francisco
HQ countrystring
United States
HQ regionstring
North America
Markets served

Serves global market

Keyword5 values
consumer food brands, beverage brand development, low-alcohol aperitifs, food and beverage, brand portfolio management
NAICS code1 code
  • Food and Beverage Retailers445
SIC code1 code
  • Food And Kindred Products2000
Product category
Food & Beverage Brands
Social media profiles1 record
Cost components5 values
Operations, Supply Chain, Marketing or Sales, Personnel, Technology or R&D
GTM typeB2C
B2C
Offering typeHardware or Manufacturing
Hardware or Manufacturing
Core offering1 text field

The Naked Market is a consumer products company that develops and scales a portfolio of food and beverage brands using proprietary data analysis and operational technology. Its portfolio includes Haus, a low-alcohol aperitif brand acquired in June 2023 and planned for relaunch with expanded product categories and broad retail presence. The company pursues growth through in-house brand development and the acquisition of established but struggling food and beverage brands.

Differentiator
Functional benefit
Problem solved
Product overview1 text field

The Naked Market is a food and beverage brand development platform that develops new brands using proprietary data analysis and operational technology. The company's portfolio includes Haus, an acquired low-alcohol aperitif brand from Sonoma, California, which is planned for relaunch with expanded product categories and retail distribution.

Product and service1 record
1Haus
CategoryLow-ABV aperitif beverages
Scale indicator3 records

Each record includes

Type, Value, Description, Source

Partnership1 partner
1Micah Wirth
Strategic tierMinorTypeOthersAnnounced on2023-06-30
Description

Sonoma-based winemaker involved in the relaunch of Haus brand following The Naked Market's acquisition. Key figure in product development for the relaunched aperitif brand.

Recent move5 records

Each record includes

Date, Type, Title, Description, Source

Expansion highlight4 records

Each record includes

Type, Description

Peers10 records
1Athletic Brewing Company
TypeDirect peer
Description

The leading US non-alcoholic and low-ABV beer brand. Comparable to The Naked Market because both target moderation-minded consumers in the low/no-alcohol beverage category where Haus competes.

2De Soi
TypeDirect peer
Description

A premium non-alcoholic aperitif brand. Highly comparable to The Naked Market's Haus subsidiary because both sell low-ABV aperitifs targeting the same occasion and consumer.

3Kin Euphorics
TypeDirect peer
Description

A direct-to-consumer functional beverage brand in the moderation/relaxation space. Comparable to The Naked Market's brand-building approach for low-ABV and adjacent beverages.

4Liquid Death
TypeDirect peer
Description

A digitally-native, brand-led beverage company that has scaled aggressively through DTC and retail. Comparable as a model of a venture-backed brand builder disrupting traditional CPG beverage categories.

5Recess
TypeDirect peer
Description

A DTC functional beverage brand targeting mood and relaxation. Comparable to The Naked Market as a venture-backed brand operating in adjacent consumer beverage categories with similar go-to-market mechanics.

6Anheuser-Busch InBev
TypeBroad incumbent
Description

One of the world's largest beverage conglomerates. Comparable as a broad incumbent that can acquire or launch into the low-ABV category at scale, representing both competitive pressure and a likely strategic acquirer for Haus or The Naked Market itself.

7Pernod Ricard
TypeBroad incumbent
Description

Global spirits group whose portfolio includes aperitif brands (e.g., Lillet, Ricard). Comparable as the natural strategic acquirer of a low-ABV aperitif brand like Haus and as the dominant incumbent in the aperitif category.

8Diageo
TypeBroad incumbent
Description

The world's largest spirits company, with established aperitif and bitter brands. Comparable as a deep-pocketed incumbent competing in the same consumer occasions and a potential acquirer.

9Constellation Brands
TypeBroad incumbent
Description

Major beverage alcohol conglomerate with significant beer, wine, and spirits exposure. Comparable as a broad incumbent with both competitive positioning and acquisition capacity in the premium beverage space.

10Sovos Brands
TypeBroad incumbent
Description

A multi-brand CPG food portfolio company. Comparable to The Naked Market's stated thesis of building a portfolio of acquired/developed food and beverage brands under one operating platform.

Market position
Strengths4 records

Each record includes

Headline, Details, Source

Weaknesses4 records

Each record includes

Headline, Details, Source

Competitive moat3 records

Each record includes

Type, Details

Key risks5 records

Each record includes

Headline, Details, Source

Key highlights5 records

Each record includes

Headline, Details, Source

Customer concentration

Classification, Details

Segment1 record

Each record includes

Title, Type, Primary, Description, Pain point addressed, Use case, Source

Ideal customer profile1 record

Each record includes

Profile, Firmographic size, Sales motion, Sales cycle length, Buying structure, Purchase trigger, Buyer persona, Geography, Industry vertical, Primary use case, Description, Pain points, Evidence proof points, Target buyer

Technology focused
No
API detail
Has APIbool
No

Docs URL, Description

AI maturity
App detail

Has app

Core technology
Revenue estimate
Valuation estimate
Number of profiles
Profiles3 records

Each record includes

Name, Designation, Designation category, Overview, Profile commentary, Source

Subsidiaries1 record

Each record includes

Name, Acquired on, Relationship type, Type, Business focus

No data
Funding overview

Funding stage, Last funding date, Total funding USD

Funding rounds2 records

Each record includes

Round, Amount USD, Date, Pre money valuation, Total investors, Investors, News

Investors11 records

Each record includes

Name, Type, Date of entry, Rounds participated, Website

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

M&A1 record

Each record includes

Name, Acquisition type, Announced date, Completed date, Status, Website, News

Investment

Each record includes

Name, Round, Announced date, Lead investor, Website, News

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

The Naked Market

Food & Beverage Brandsthenakedmarket.com

The Naked Market is a San Francisco-based food and beverage company founded in 2019 that builds and acquires consumer brands using proprietary data analysis and operational technology, with Haus as its primary acquired asset.

What The Naked Market does

The Naked Market is a privately held, San Francisco-based food and beverage company founded in 2019 that builds and acquires consumer brands using what it describes as proprietary data analysis and operational technology. The company's stated model combines in-house brand development with opportunistic acquisition of established but distressed food and beverage brands, then relaunches and scales them through broader retail distribution. Total disclosed equity funding is approximately $33.5 million across a $6M seed round in October 2020 (with Sequoia Capital and HV Capital among the investors) and a $27.5M Series A in November 2021 led by Integrated Capital.

The company's primary operating asset is Haus, a low-alcohol aperitif brand originally launched in 2019 in Sonoma, California, which The Naked Market acquired in June 2023 after Haus faced financial difficulties following a loss of investor funding. Haus reportedly generated over $10 million in revenue in 2022 before the acquisition and had been on the market for more than 11 months. Post-acquisition, The Naked Market plans to relaunch Haus's existing product line, expand into new categories, and pursue broad retail distribution, with Sonoma-based winemaker Micah Wirth engaged in product development. The Naked Market itself operates with a small team of 1–10 employees under co-founders Alex Kost, Tim Marbach, and CEO Harrison Fugman, and serves consumers in the U.S. beverage market through its acquired brand portfolio.

The Naked Market firmographics

Firmographics
Name
The Naked Market
Legal name
The Naked Market
Website
https://thenakedmarket.com
Company type
Private
Founded year
2019
Operating status
Operating
Headcount range
1–10 employees
Short description
The Naked Market is a San Francisco-based food and beverage company founded in 2019 that builds and acquires consumer brands using proprietary data analysis and operational technology, with Haus as its primary acquired asset.
Ownership category
akta.pro rank

Where The Naked Market is headquartered

Location

Headquarters

HQ city
San Francisco
HQ country
United States
HQ region
North America

Markets served

The Naked Market business model

Business model
GTM type
B2C
Offering type
Hardware or Manufacturing
Cost components
Operations, Supply Chain, Marketing or Sales, Personnel, Technology or R&D

The Naked Market product offering

Product offering

Core offering

The Naked Market is a consumer products company that develops and scales a portfolio of food and beverage brands using proprietary data analysis and operational technology. Its portfolio includes Haus, a low-alcohol aperitif brand acquired in June 2023 and planned for relaunch with expanded product categories and broad retail presence. The company pursues growth through in-house brand development and the acquisition of established but struggling food and beverage brands.

Product overview

The Naked Market is a food and beverage brand development platform that develops new brands using proprietary data analysis and operational technology. The company's portfolio includes Haus, an acquired low-alcohol aperitif brand from Sonoma, California, which is planned for relaunch with expanded product categories and retail distribution.

Differentiator

Problem solved

Functional benefit

Products and services

  • Haus

Companies that use The Naked Market

Customer profile

Segments1 record

Ideal customer profiles1 record

The Naked Market technology and API

Technology

Technology focussed No

API detail

Has API
No
API docs
API detail

Core technology

AI maturity

App detail

The Naked Market partnerships and signals

Strategic signal

Partnerships

One partnership is on record.

  • Micah WirthminorOthers · 30 June 2023Sonoma-based winemaker involved in the relaunch of Haus brand following The Naked Market's acquisition. Key figure in product development for the relaunched aperitif brand.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

The Naked Market competitors and assessment

Company assessment

Direct peers

  • Athletic Brewing Company: The leading US non-alcoholic and low-ABV beer brand. Comparable to The Naked Market because both target moderation-minded consumers in the low/no-alcohol beverage category where Haus competes.
  • De Soi: A premium non-alcoholic aperitif brand. Highly comparable to The Naked Market's Haus subsidiary because both sell low-ABV aperitifs targeting the same occasion and consumer.
  • Kin Euphorics: A direct-to-consumer functional beverage brand in the moderation/relaxation space. Comparable to The Naked Market's brand-building approach for low-ABV and adjacent beverages.
  • Liquid Death: A digitally-native, brand-led beverage company that has scaled aggressively through DTC and retail. Comparable as a model of a venture-backed brand builder disrupting traditional CPG beverage categories.
  • Recess: A DTC functional beverage brand targeting mood and relaxation. Comparable to The Naked Market as a venture-backed brand operating in adjacent consumer beverage categories with similar go-to-market mechanics.

Broad incumbents

  • Anheuser-Busch InBev: One of the world's largest beverage conglomerates. Comparable as a broad incumbent that can acquire or launch into the low-ABV category at scale, representing both competitive pressure and a likely strategic acquirer for Haus or The Naked Market itself.
  • Pernod Ricard: Global spirits group whose portfolio includes aperitif brands (e.g., Lillet, Ricard). Comparable as the natural strategic acquirer of a low-ABV aperitif brand like Haus and as the dominant incumbent in the aperitif category.
  • Diageo: The world's largest spirits company, with established aperitif and bitter brands. Comparable as a deep-pocketed incumbent competing in the same consumer occasions and a potential acquirer.
  • Constellation Brands: Major beverage alcohol conglomerate with significant beer, wine, and spirits exposure. Comparable as a broad incumbent with both competitive positioning and acquisition capacity in the premium beverage space.
  • Sovos Brands: A multi-brand CPG food portfolio company. Comparable to The Naked Market's stated thesis of building a portfolio of acquired/developed food and beverage brands under one operating platform.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

The Naked Market social profiles

Digital presence

The Naked Market financial estimates

Financial estimate

Revenue estimate

Valuation estimate

The Naked Market leadership team

Management profile

Number of profiles

Profiles3 records

The Naked Market subsidiaries and ownership

Company hierarchy

Subsidiaries1 record

The Naked Market funding detail

Funding detail

Funding overview

Funding rounds2 records

Investors11 records

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

The Naked Market M&A and investment

M&A and investment

M&A1 record

Investments

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

Frequently asked questions about The Naked Market

What does The Naked Market do?

The Naked Market is a consumer products company that develops and scales a portfolio of food and beverage brands using proprietary data analysis and operational technology. Its portfolio includes Haus, a low-alcohol aperitif brand acquired in June 2023 and planned for relaunch with expanded product categories and broad retail presence. The company pursues growth through in-house brand development and the acquisition of established but struggling food and beverage brands.

Is The Naked Market a public or private company?

The Naked Market is a private company. It is classified as venture growth investor backed and is currently operating.

When was The Naked Market founded?

The Naked Market was founded in 2019. It employs 1 to 10 people.

Where is The Naked Market based?

The Naked Market is headquartered in San Francisco, United States, in the North America region.

Who are The Naked Market's main competitors?

Direct peers on record are Athletic Brewing Company, De Soi, Kin Euphorics, Liquid Death and Recess. Broad incumbents are Anheuser-Busch InBev, Pernod Ricard, Diageo, Constellation Brands and Sovos Brands.

Does The Naked Market have an API?

No public API is recorded for The Naked Market.

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Live signals
FoodbevThe Naked Market purchases aperitif brand HausThe Naked Market has acquired the aperitif brand Haus, which had previously struggled after losing investor funding. The acquiring company is re-launching four of Haus's products and plans to expand into new food and beverage categories, while also offering 5% equity back to former employees, founders, and investors. Financial terms of the acquisition were not disclosed.MorganandwestfieldThe Naked Market Acquires Haus in CaliforniaThe Naked Market acquired the aperitif producer Haus on June 30, 2023, aiming to relaunch the brand after it ceased operations in August 2022 due to funding failures. The acquisition allows The Naked Market to expand its product portfolio by integrating Haus's established brand and community into its healthy consumer packaged goods platform. While the transaction price was undisclosed, Haus had generated over $10 million in revenue prior to closing.BeehiivTHE NAKED MARKET ACQUIRES AND RE-LAUNCHES LOW-ABV APERITIF BRAND, HAUSThe Naked Market has acquired and plans to relaunch Haus, a low-ABV aperitif brand that gained popularity since its launch in 2019. The relaunch will focus on three best-selling products and intends to expand into new categories, while offering 5% of the company back to previous Haus stakeholders. This acquisition reflects The Naked Market's strategy to penetrate the alcohol industry despite initial plans to focus on other beverage categories.PR NewswireGoldman Sachs honors The Naked Market's Harrison Fugman and Alex Kost as part of their Top 100 Builders & Innovators of 2022Goldman Sachs recognized The Naked Market founders Harrison Fugman and Alex Kost as two of the most exceptional entrepreneurs of 2022 at its annual Builders and Innovators Summit held in Healdsburg, California. The two co-founded The Naked Market in 2019 as a next-generation consumer packaged goods business that creates, owns, and operates a portfolio of food and beverage brands, including nationally distributed brands Flock and Rob's Backstage Popcorn. The recognition was extended to entrepreneurs across multiple industries attending the two-day event, which featured sessions led by seasoned entrepreneurs, academics, and business leaders.FinSMEsThe Naked Market Raises $27.5M in Series A FundingThe Naked Market raised $27.5M in Series A funding led by Integrated Capital, with participation from Great Oaks Venture Capital, Pacific Tiger Group, Sope Creek Capital, and Clearco. The San Francisco-based CPG company will use the capital for in-house incubation, scaling, and acquisitions. It has created five brands since 2019, including a joint venture with the Jonas Brothers.Venture Capital Access OnlineThe Naked Market Closes $27.5M Series A To Accelerate The Creation Of New Age Food And Beverage BrandsThe Naked Market has closed a $27.5 million Series A funding round led by Integrated Capital, with participation from Great Oaks Venture Capital, Pacific Tiger Group, Sope Creek Capital, and Clearco. The company plans to use the capital to accelerate in-house incubation of new brands, scale existing ones, and pursue opportunistic acquisitions. Founded in 2019, The Naked Market utilizes a proprietary data tool called 'The Machine' to rapidly conceptualize and launch food and beverage brands.VC News DailyThe Naked Market Inks $27.5M Series A RoundThe Naked Market has raised $27.5 million in a Series A funding round led by Integrated Capital, with participation from Great Oaks Venture Capital, Pacific Tiger Group, Sope Creek Capital, and Clearco. Founded in 2019, the company develops a portfolio of food and beverage brands including Flock, Project Breakfast, and Rob's Backstage Popcorn.PR NewswireJonas Brothers Partner With The Naked Market To Launch Rob's Backstage PopcornJonas Brothers have partnered with The Naked Market, a next-generation food and beverage company, to launch Rob's Backstage Popcorn, marking the band's first joint venture in the consumer packaged goods space. The artisanal popcorn brand, originally created over three decades ago by Rob Garbowsky (father of a band management team member), became the Jonas Brothers' unofficial backstage snack during their 'Happiness Begins' tour. The product is now available for nationwide delivery at $19.99 per 4-pack on eatrobs.com.FinSMEsThe Naked Market Closes $6M Seed Funding RoundThe Naked Market, a San Francisco-based CPG brand, closed a $6M seed funding round. Backers include Holtzbrinck Ventures, BEB Capital, and others. The company plans to add six new brands, including Project Breakfast, within 12 months.PR NewswireThe Naked Market Closes $6MM Seed Funding RoundThe Naked Market, a San Francisco-based consumer packaged goods company, has closed a $6 million seed funding round with participation from investors including Holtzbrinck Ventures, BEB Capital, and Sequoia Capital's Scout Fund. The company, which surpassed its 2020 sales target by 400%, will use the funding to aggressively expand its product line by launching six additional brands in the next 12 months, beginning with Project Breakfast, a plant-based and keto-friendly morning beverage. Founded in 2019, The Naked Market creates health-oriented food and beverage brands with community giveback components.