Serruya Private Equity
Serruya Private Equity is a Markham, Ontario-based private equity firm that invests $5M–$1B in consumer brands and real estate across North America, deploying debt and equity alongside management teams.
- Company typePrivate
- Founded2020
- HeadquartersMarkham, Canada
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Serruya Private Equity does
Serruya Private Equity Inc. (SPE) is a privately held, Markham, Ontario-based private equity firm that invests in consumer brands and real estate assets across North America and select international markets. The firm targets operating companies with $5M to $1B in revenue in the CPG, retail, B2B, and real estate industries, deploying capital through senior debt, convertible debt, preferred equity, and equity instruments. SPE describes its approach as "collaborative strategic investing," positioning itself as an operational partner that works with incumbent management teams rather than as a purely financial sponsor.
SPE's active consumer portfolio spans restaurant and QSR brands (Second Cup Coffee Co., St. Louis Bar and Grill, STK, The Dirty Bird, Yogurty's, Everbowl, Swensen's, Yogen Früz), automotive dealerships (BMW Lévis, BMW/MINI Ville de Quebec, Maserati Laval), education/health services (Canadian National Institute of Health), horticultural equipment distribution (Hydrofarm), hospitality (Vogue Hotel Montreal), and legacy franchised brands. Its real estate holdings include the Promenade shopping centre (approximately 900,000 sq ft north of Toronto), multi-family, retail, office, and industrial assets in Ontario. Realized investments include Freedom Mobile (sold to Shaw in 2016), Kahala Brands (sold to MTY Group in 2016), Marble Slab, Cold Stone Creamery, Jamba Juice, Milestones, Sani-Service, and The King Edward Hotel.
Revenue is generated through investment returns, capital gains, and management fees from portfolio companies; the firm does not publicly disclose AUM, fees, or revenue. SPE operates with a small team (11–50 employees per firmographic data), relies primarily on direct deal sourcing and relationship-driven capital deployment, and maintains a minimal digital footprint consisting of a corporate website and Constant Contact-managed newsletter. Leadership disclosed in the input is led by Michael Serruya as Managing Director.
Serruya Private Equity firmographics
Firmographics- Name
- Serruya Private Equity
- Legal name
- Serruya Private Equity Inc.
- Website
- https://serruyaprivateequity.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Serruya Private Equity is a Markham, Ontario-based private equity firm that invests $5M–$1B in consumer brands and real estate across North America, deploying debt and equity alongside management teams.
- Ownership category
- akta.pro rank
Serruya Private Equity industry classification
Industry- Product category
- Private Equity Investment Management
- NAICS
- All Other Financial Investment Activities (52399), Portfolio Management and Investment Advice (523940), Management of Companies and Enterprises (551)
- SIC
- Investors, Nec (6799), Investment Advice (6282)
- akta.pro primary industry
- Small-Cap / Micro-Buyout (FSANABAD)
- akta.pro secondary industries
- Real Assets — Operating Platforms & Direct Investments (FSAAAKAL), Private Credit / Direct Lending (FSAAAHAG)
Keywords
Where Serruya Private Equity is headquartered
LocationHeadquarters
- HQ city
- Markham
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Serruya Private Equity business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Others
Distribution channels1 record
Marketing channels2 records
Serruya Private Equity product offering
Product offeringCore offering
Serruya Private Equity is a global private equity firm that invests in companies with leading consumer brands and strong management teams, deploying capital through senior debt, convertible debt, preferred equity, and equity. The firm targets companies with $5M–$1B in revenue operating in CPG, retail, B2B, and real estate, working collaboratively with management to drive strategic transformation. Its portfolio includes consumer brands (Second Cup, Yogen Früz, Swensen's, STK, Everbowl), B2B companies (Hydrofarm, CNIH), automotive dealerships (BMW Lévis, BMW/MINI Ville de Quebec, Maserati Laval), hospitality (Vogue Hotel Montreal), and various retail and mixed-use real estate assets.
Product overview
Serruya Private Equity is a global private equity firm that transforms companies through collaborative strategic investing. The firm's portfolio consists of consumer brands and real estate holdings. Consumer investments span multiple segments including food and beverage (Everbowl, Second Cup, Swensen's, Yogen Früz, Yogurty's, STK, St. Louis Bar and Grill, The Dirty Bird), horticultural equipment (Hydrofarm), automotive dealerships (BMW Lévis, BMW/MINI Ville de Quebec, Maserati Laval), and hospitality (Vogue Hotel Montreal). The firm also holds a significant real estate portfolio including retail properties, office buildings, industrial facilities, multi-family residential properties, and the Promenade shopping center. Additionally, the portfolio includes realized investments in brands such as Marble Slab, Cold Stone Creamery, Jamba Juice, Freedom Mobile, and Kahala Brands.
Differentiator
Problem solved
Functional benefit
Products and services
- Senior Debt Investment One of four asset classes deployed by SPE, providing senior debt capital to companies with $5M–$1B in revenue across CPG, retail, B2B, and real estate sectors.
- Convertible Debt Investment
- Preferred Equity Investment
- Equity Investment
- Collaborative Strategic Investing Services
Companies that use Serruya Private Equity
Customer profileSegments3 records
Ideal customer profiles1 record
Serruya Private Equity technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Serruya Private Equity partnerships and signals
Strategic signalRecent moves6 records
Expansion highlights5 records
Serruya Private Equity competitors and assessment
Company assessmentDirect peers
- Birch Hill Capital Partners: Toronto-based mid-market private equity firm with similar consumer and business services orientation; directly comparable as Canadian mid-market PE competitor and counterparty (purchased Sani-Service from SPE).
- Olympus Partners: Middle-market private equity firm focused on consumer products and services, including restaurants and retail; comparable deal sourcing and operational playbook in CPG/retail.
- Roark Capital Group: Franchise-focused private equity firm specializing in multi-brand restaurant and consumer concepts (Subway, Massage Envy, etc.); highly comparable given SPE's restaurant and ice cream franchise holdings (Yogen Früz, Cold Stone, Second Cup, St. Louis).
- KarpReilly LLC: Consumer brand-focused private equity firm investing in growth and lower middle-market consumer companies; comparable mandate around building consumer brands with strong management teams.
- L Catterton: World's largest consumer-focused private equity firm; directly comparable thesis of investing behind leading consumer brands, with franchise and multi-unit retail experience similar to SPE's restaurant/ice cream portfolio.
- Trilantic North America: Middle-market private equity firm investing in consumer, business services, and real estate-related companies; comparable fund size and sector breadth overlapping with SPE's consumer and real estate holdings.
- Sentinel Capital Partners: Lower middle-market private equity firm focused on consumer, restaurants, and business services; directly comparable in fund size, sector focus, and check size (often $5M-$1B revenue targets).
- Centre Partners: Middle-market private equity firm focused on consumer and retail investments; comparable consumer brand investment thesis and lower middle-market check size.
Broad incumbents
- Onex Corporation: Large Toronto-based private equity firm with diversified portfolio including consumer/services; comparable as a Canadian-headquartered PE investor operating in similar consumer and real estate segments but at materially larger scale.
- Fairfax Financial Holdings (via owned PE): Canadian-domiciled diversified financial holding company with PE-style principal investing arms; comparable as a larger Canadian capital allocator operating across consumer/real estate adjacencies.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Serruya Private Equity financial estimates
Financial estimateRevenue estimate
Valuation estimate
Serruya Private Equity leadership team
Management profileNumber of profiles
Profiles1 record
Serruya Private Equity funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Serruya Private Equity M&A and investment
M&A and investmentM&A
Investments33 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Serruya Private Equity
What does Serruya Private Equity do?
Serruya Private Equity is a global private equity firm that invests in companies with leading consumer brands and strong management teams, deploying capital through senior debt, convertible debt, preferred equity, and equity. The firm targets companies with $5M–$1B in revenue operating in CPG, retail, B2B, and real estate, working collaboratively with management to drive strategic transformation. Its portfolio includes consumer brands (Second Cup, Yogen Früz, Swensen's, STK, Everbowl), B2B companies (Hydrofarm, CNIH), automotive dealerships (BMW Lévis, BMW/MINI Ville de Quebec, Maserati Laval), hospitality (Vogue Hotel Montreal), and various retail and mixed-use real estate assets.
Is Serruya Private Equity a public or private company?
Serruya Private Equity is a private company. It is classified as family owned and is currently operating.
When was Serruya Private Equity founded?
Serruya Private Equity was founded in 2020. It employs 11 to 50 people.
Where is Serruya Private Equity based?
Serruya Private Equity is headquartered in Markham, Canada, in the North America region.
Who are Serruya Private Equity's main competitors?
Direct peers on record are Birch Hill Capital Partners, Olympus Partners, Roark Capital Group, KarpReilly LLC, L Catterton, Trilantic North America, Sentinel Capital Partners and Centre Partners. Broad incumbents are Onex Corporation and Fairfax Financial Holdings (via owned PE).
Does Serruya Private Equity have an API?
No public API is recorded for Serruya Private Equity.
What industry is Serruya Private Equity in?
Serruya Private Equity's product category is Private Equity Investment Management. Its primary akta.pro industry code is FSANABAD, Small-Cap / Micro-Buyout, with a secondary code of FSAAAKAL, Real Assets — Operating Platforms & Direct Investments. Its NAICS code is 52399 and its SIC code is 6799.