Serruya Private Equity

Profile

Serruya Private Equity is a family investment group based in Toronto, Canada, focusing on building and franchising food and retail brands since 1986. The firm is led by the Serruya family, who started their journey in Morocco and have a hands-on approach to their investments. They are known for their long-term view and commitment to operating what they own, emphasizing a deep understanding of unit economics from real-world store experiences.

Serruya Private Equity invests in the food, retail, and real estate sectors, with particular interest in restaurants, dessert concepts, coffee, specialty retail, and franchising platforms. Their investments range from $5 million to over $100 million, and they employ a mix of equity and debt structures. The firm operates without a traditional fund life or forced exit strategy, allowing for a flexible and patient approach. They manage a portfolio that includes brands like Yogen Früz, Swensen's, Pinkberry, and The Body Shop Canada, which was acquired to extend their retail footprint.

Their notable investments include Yogen Früz - frozen yogurt chain, Swensen's - ice cream parlor chain, Pinkberry - frozen yogurt retailer, The Body Shop - ethical beauty retailer, and STK Steakhouse - upscale steakhouse. Serruya Private Equity focuses on developing these brands through franchising systems, real estate development, and international market expansion. They pride themselves on being a direct partner with control or minority ownership options.