Sugar Capital

Profile

Sugar Capital is a venture capital firm based in San Francisco, California, founded in 2020. The firm is led by general partners Will Hawthorne, Krista Moatz, Brian Sugar, and Lisa Sugar. They focus on investing in early-stage companies within the commerce ecosystem, particularly those at the intersection of technology and consumer products. Sugar Capital is known for its hands-on approach, offering founders multiple ways to engage and collaborate.

The firm primarily invests in sectors such as e-commerce, consumer products, business services, and information technology. They typically participate in pre-seed and seed rounds, with an average check size ranging from $1 million to $2 million. Sugar Capital's investments are concentrated in the United States, and they leverage their portfolio brands as a lab for innovation and growth.

Notable investments by Sugar Capital include companies like AirRobe - a digital wardrobe platform, EcoCart - a sustainability-focused e-commerce tool, and Omsom - a food brand offering Asian pantry staples. Other significant portfolio companies include Afterpay, Everlane, and Savage X Fenty, showcasing their diverse investment strategy across various consumer and technology-driven sectors.