Alliance Consumer Growth
Alliance Consumer Growth is a New York-based growth equity firm founded in 2011 that invests $10-50 million of minority equity in emerging consumer and retail brands across food, beverage, beauty, personal care, apparel, pet, and health and wellness. The firm partners with founders while providing capital, operational support, and exit strategy across five funds totaling over $1 billion in commitments.
- Company typePrivate
- Founded2011
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Alliance Consumer Growth does
Alliance Consumer Growth (ACG) is a New York-based growth equity investment firm founded in 2011 by Josh Goldin and Julian Steinberg. The firm provides minority growth equity capital ($10 million to $50 million per company) to emerging consumer and retail brands in food and beverage, personal care, beauty, apparel, pet, and health and wellness categories. ACG targets companies with $5 million to $50+ million in annual revenues that are positioned for category leadership, typically leading or co-leading financing rounds. The firm maintains offices in New York and Los Angeles and a team of approximately 13 professionals, including co-founders, a CFO, two principals, a vice president, an associate, and a network of operating advisors with prior CEO/CFO experience at consumer brands such as Petco, Amika, DevaCurl, Babyganics, and EVOL Foods.
ACG's business model is a standard private equity fund structure. It raises capital from limited partners into successive funds (five to date, with Fund V closed at $160 million in July 2024 and over $1 billion in aggregate commitments since 2011) and earns revenue through management fees on assets under management plus carried interest on profitable exits. The firm pairs capital with operational support branded as "ACG Resources," covering strategic planning, talent recruiting, marketing and branding, sales and distribution, digital and e-commerce, and exit strategy. Notable investments include Shake Shack (2013 investment, 2015 NYSE IPO), Harry's, SKIMS ($4 billion valuation), Herschel Supply Co., OUAI Haircare (acquired by P&G in 2022), Tata Harper (acquired by AmorePacific in 2022), Milk Makeup (acquired by Waldencast in 2022), Suja Juice (Coca-Cola stake acquisition, 2015), KRAVE Jerky and barkTHINS (both acquired by Hershey), and more recent Fund V deals in Momofuku Goods, Half Magic, iNNBEAUTY Project, and Create Wellness.
Alliance Consumer Growth firmographics
Firmographics- Name
- Alliance Consumer Growth
- Legal name
- Alliance Consumer Growth, LLC
- Website
- https://www.acgpartners.com/
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Alliance Consumer Growth is a New York-based growth equity firm founded in 2011 that invests $10-50 million of minority equity in emerging consumer and retail brands across food, beverage, beauty, personal care, apparel, pet, and health and wellness. The firm partners with founders while providing capital, operational support, and exit strategy across five funds totaling over $1 billion in commitments.
- Ownership category
- akta.pro rank
Alliance Consumer Growth industry classification
Industry- Product category
- Growth Equity / Private Equity
- NAICS
- Marketing Consulting Services (541613)
- SIC
- Services-Management Consulting Services (8742)
- akta.pro primary industry
- Education / EdTech Growth Equity (FSANACAL)
- akta.pro secondary industry
- Customer, Marketing & Sales Consulting (BPAHACAG)
Keywords
Where Alliance Consumer Growth is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Alliance Consumer Growth business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Management Fees: Revenue earned from managing investment funds through management fees typically charged as a percentage of assets under management.
- Carried Interest: Performance-based compensation from successful portfolio company exits, typically a percentage of profits above a specified return threshold.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
Alliance Consumer Growth product offering
Product offeringCore offering
Alliance Consumer Growth (ACG) is a growth equity firm that deploys minority equity capital of $10 million to $50 million per company into emerging consumer and retail brands with $5 million to $50+ million in annual revenue. In addition to capital, ACG provides value-added partnership through its "ACG Resources" platform — strategic planning, talent recruiting, operations support, marketing & branding, sales & distribution relationships, digital & e-commerce support, a founders circle network, and exit strategy facilitation — enabling founders to retain control while accessing growth capital and industry expertise.
Product overview
Alliance Consumer Growth is a growth equity investment firm, not a product technology company. The firm offers a single core investment service providing capital, strategic partnership, and industry-specific resources to emerging consumer and retail brands. Their investment focus spans food, beverage, personal care, beauty, apparel, pet, and OTC categories. Rather than a platform architecture, ACG's offering consists of financial capital deployment combined with operational support services including strategic planning, talent recruiting, operations support, marketing and branding guidance, sales and distribution relationships, digital and e-commerce resources, a founders circle network, and exit strategy facilitation.
Differentiator
Problem solved
Functional benefit
Products and services
- Growth Equity Investment Services ACG's single core service: provision of minority growth equity capital ($10–$50 million per company) combined with value-added partnership ("ACG Resources") — strategic planning, talent recruiting, operations support, marketing & branding, sales & distribution, digital & e-commerce, founders circle, and exit strategy facilitation — to emerging consumer and retail brands with $5–$50+ million in annual revenue across food & beverage, personal care, beauty, apparel, pet, OTC, and consumer services.
Quantifiable outcome
- Over $1 billion in aggregate capital commitments raised since founding in 2011
- +1 more outcomes
Companies that use Alliance Consumer Growth
Customer profileNamed customers31 records
Segments1 record
Ideal customer profiles1 record
Alliance Consumer Growth technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Alliance Consumer Growth partnerships and signals
Strategic signalScale indicators4 records
Recent moves7 records
Expansion highlights6 records
Alliance Consumer Growth competitors and assessment
Company assessmentBroad incumbents
- TPG Growth: Larger, diversified growth equity arm of TPG with consumer brand exposure as part of a broader portfolio. Larger fund size but overlapping consumer growth equity mandate.
Direct peers
- VMG Partners: Consumer and retail-focused growth equity firm with similar minority investment strategy. Comparable in fund size, deal type, and category focus (food, beauty, wellness).
- Cult Capital: Consumer-focused growth equity firm investing in emerging brands across food, beverage, beauty, and wellness with comparable check sizes and minority equity approach.
- CircleUp (now Helio): Originally a consumer brand growth equity and data platform; Helio now focuses on lending to emerging consumer brands. Comparable consumer-only focus and target brand profile.
- Forerunner Ventures: Early-to-growth stage venture firm focused exclusively on consumer brands, with similar check sizes and thesis around emerging DTC and retail brands. Most directly comparable peer in consumer-only growth equity.
- Sonoma Brands Capital: Growth equity firm focused on emerging consumer brands with similar check size and minority equity approach. Direct peer in consumer growth investing.
- Lerer Hippeau: Seed and early growth investor with strong consumer brand portfolio. Comparable in consumer thesis though typically earlier stage than ACG.
- True Beauty Ventures: Beauty-specific growth equity firm with similar minority equity model focused on emerging beauty brands. Strong peer given ACG's significant beauty portfolio exposure.
- Strand Equity: Growth equity firm focused on consumer brands across health, wellness, beauty, and food. Similar minority growth equity model with comparable target company size.
- Silas Capital: Early-growth equity investor in consumer brands across food, wellness, beauty, and home. Comparable fund size, minority growth equity strategy, and consumer-only mandate.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Alliance Consumer Growth social profiles
Digital presenceAlliance Consumer Growth financial estimates
Financial estimateRevenue estimate
Valuation estimate
Alliance Consumer Growth leadership team
Management profileNumber of profiles
Profiles14 records
Alliance Consumer Growth funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Alliance Consumer Growth M&A and investment
M&A and investmentM&A
Investments47 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Alliance Consumer Growth
What does Alliance Consumer Growth do?
Alliance Consumer Growth (ACG) is a growth equity firm that deploys minority equity capital of $10 million to $50 million per company into emerging consumer and retail brands with $5 million to $50+ million in annual revenue. In addition to capital, ACG provides value-added partnership through its "ACG Resources" platform — strategic planning, talent recruiting, operations support, marketing & branding, sales & distribution relationships, digital & e-commerce support, a founders circle network, and exit strategy facilitation — enabling founders to retain control while accessing growth capital and industry expertise.
Is Alliance Consumer Growth a public or private company?
Alliance Consumer Growth is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Alliance Consumer Growth founded?
Alliance Consumer Growth was founded in 2011. It employs 11 to 50 people.
Where is Alliance Consumer Growth based?
Alliance Consumer Growth is headquartered in New York, United States, in the North America region.
How does Alliance Consumer Growth make money?
Two revenue lines are on record. Management Fees are the primary driver. The others are carried Interest.
Who are Alliance Consumer Growth's main competitors?
TPG Growth is listed as a broad incumbent. Direct peers are VMG Partners, Cult Capital, CircleUp (now Helio), Forerunner Ventures, Sonoma Brands Capital, Lerer Hippeau, True Beauty Ventures, Strand Equity and Silas Capital.
Does Alliance Consumer Growth have an API?
No public API is recorded for Alliance Consumer Growth.
What industry is Alliance Consumer Growth in?
Alliance Consumer Growth's product category is Growth Equity / Private Equity. Its primary akta.pro industry code is FSANACAL, Education / EdTech Growth Equity, with a secondary code of BPAHACAG, Customer, Marketing & Sales Consulting. Its NAICS code is 541613 and its SIC code is 8742.