HOW WE WORK
We provide resources to help our partner companies achieve their goals
As the first private equity fund to focus exclusively on the consumer sector, TSG has a 30-year track record of building world-class brands. Working alongside founders and management teams, we offer a host of value-added services including distribution expertise, product innovation resources, consumer insights, and digital fluency. Together, we build and grow best-in-class brands.
To further enhance brand appeal, TSG worked with the VitaminWater team to develop innovative marketing campaigns and relationships with celebrities and athletes, including Jennifer Aniston, 50 Cent, and Brian Urlacher.
We partnered with IT Cosmetics’ founders to develop the optimal sales, marketing and distribution strategy prior to a $1.2 billion sale to L’Oréal.
Backcountry grew its Gearhead program to help market the brand and increase customer retention. Gearhead drives a significant increase in repeat sales, at higher-than-average profit margins.
TSG and ThinkThin focused on creative development, including agency selection, and creating and executing a marketing plan, all of which helped generate a nearly 85% increase in brand awareness.
Before Smashbox was acquired by Estée Lauder, we worked with the Smashbox team to refine key marketing messages that focused on key points of differentiation, including ingredients, skin benefits, and Smashbox's unique photostudio heritage.
At the outset of our investment in REVOLVE, we performed a deep brand study that led to a relaunch of the website in 2014 that embraced the social channels driving the next generation of consumer engagement.
Consumer feedback can be a brand’s most valuable asset. At TSG, we believe strongly in the value of understanding how customers, both actual and potential, perceive our partner companies. Our research team obtains insights that allow our partner companies to make informed decisions around product development, marketing, digital innovation, distribution, and more.
At the outset of our Duckhorn investment, TSG performed detailed consumer research that yielded valuable insights of product strategy going forward.
Throughout our partnership, we supported the Smashbox management team with consumer research to help inform decisions around distribution strategy, product innovation, and marketing.
Simply put, products are our passion. Having partnered with more than 70 consumer brands, we bring extensive product innovation experience to the table, including helping brands launch in new categories, develop in-house labels, and expand hero franchises.
Before Stumptown was acquired by strategic buyer Peet's Coffee & Tea, TSG encouraged the company to expand its Cold Brew franchise, which led to the successful launch of Cold Brew with Milk and Cold Brew Nitro.
TSG advised Paige to build upon its success in Women’s Denim to develop a Men’s line as well as a non-denim Lifestyle Collection. The more diversified product mix has created a highly scalable and differentiated apparel platform.
TSG helped diligence and acquire Lovers + Friends, which became the platform for and team behind REVOLVE's Owned Brands. Today, the company's Owned Brands account for approximately 20% of sales.
We supported Pureology’s efforts to create shampoos and conditioners for specific hair types, as well as innovative styling aids, so that the company could market a complete line of hair care products in salons and select retailers at different price points.
During the time of our partnership, Smashbox Cosmetics expanded into under-penetrated categories including foundation and mascara, and upon the brand’s authority in primer to build out a family of primer products.
Digital strategy and eCommerce tap directly into our core competencies. We evaluate the digital footprint of our portfolio companies and provide guidance that is informed by decades of experience in the field and our network of trusted advisors from Amazon, Google, Facebook and others.
Along with assisting in the relaunch of the company’s website, we focused heavily on digital marketing opportunities, including social media, influencer relationships, and the debut of the REVOLVE Social Club in 2016. The brand’s Net Promoter score has more than tripled during our investment.
We’ve worked closely with Backcountry to enhance their ecommerce user experience, as well as their digital marketing programs. Additionally, our team has offered guidance on brand positioning of digital properties.
We led the charge to significantly improve e.l.f.’s ecommerce experience in an effort to drive growth. We also saw a need to engage consumers directly, so we created an efficient platform for testing products and opened a more direct dialogue with new and existing customers.
We work closely with our brand partners on channel strategies, both refining existing channels and exploring news ones with the greatest potential. By tapping into our vast network we’ve helped companies successfully enter more profitable retailers, develop national distribution networks, and launch e-commerce platforms.
Recognizing that Smashbox was highly concentrated in the department store channel, we encouraged them to expand into the highly profitable open-sell retail channel by increasing support for Sephora and entering Ulta stores. The move meaningfully improved profitability and accelerated growth.
We invested significantly in Vitamin Water quite early–ahead of sales–and supported their national, independent direct store distribution network that played a significant role in the seven-fold increase in sales during the life of our investment.
We took a multichannel approach with Stumptown to grow the third-wave coffee company's business, focusing on opening new cafe locations and identifying food service and off-premise opportunities. Additionally, we redesigned their ecommerce site to improve the user experience and enable easy subscription-based ordering. During our partnership, Stumptown’s sales tripled.
Our team has experience in all aspects of operations and supply chain management, from improving financial reporting functions to creating systematic site selection processes. We streamline every function so that founders can spend more time focusing on the products they’re so passionate about.
We helped Planet Fitness recruit key operations and accounting talent and improved financial and reporting functions to prepare the company for their successful public offering and secondary offerings. In four years, the number of Planet Fitness locations more than doubled.
During our investment lifecycle, we created a systematic site selection process to identify the most profitable Yard House locations, plus optimized purchasing and national supply chain relationships. The restaurant chain grew to 39 restaurants and expanded to 13 states.
TSG worked alongside the e.l.f. management team to acquire a sourcing agent in China, which was a key competitive advantage. During the life of our investment, EBITDA more than tripled, driven by distribution expansion, growth of e-commerce, product extension, and pricing strategy.
It’s hard for entrepreneurs to find people as passionate about their products as they are. We share that enthusiasm and pride ourselves on connecting companies with the right people to grow their businesses. We help brands fill critical positions at every level, from sales directors to C-suite executives to members of the board.
We recruited for key roles at ThinkThin, including CEO, CFO, CMO, and sales directors. Over the course of our investment, ThinkThin's sales and profit nearly tripled.
Leveraging our strong relationship from our prior partnership, TSG recruited the former VitaminWater CMO to PopChips' Board of Directors, which soon led to over a dozen VitaminWater alumni joining the PopChips team.
We helped IT Cosmetics recruit its senior team and helped build the company from just three executives at the time of our investment to over 150 employees at the time the company was sold to L'Oreal for $1.2 billion.
We worked directly with management at online outdoor retailer Backcountry to recruit and assemble a best-in-class executive team.