How We Work
We Invest More Than Capital
Our Area of Focus
Brand Building
For over 30 years, we’ve been a trusted partner in building brands people love. As the first private equity fund to focus exclusively on the consumer sector, we have a proven track record in partnering with founders and management teams to grow great ideas into household names.
Consumer Insights
To understand current and future customers, we conduct market and consumer research to help our partner companies make informed decisions on product development, marketing performance, distribution strategies, and more.
Product Innovation
At the core of every brand is product, and with our partnership our brands have innovated new products, expanded hero franchises, developed profitable private labels, innovated in their categories, and launched into new ones.
Digital Strategy
Our unique competencies are unparalleled in digital strategy and eCommerce. Our in-house team and network of advisors from blue-chip firms such as Amazon, Google, and Facebook, help partner companies increase digital fluency and expand their digital footprints.
Channel Strategy
From finding more profitable retail partners to launching eCommerce platforms to expanding global distribution, we work with our partner companies to optimize and maximize their existing channels as well as break into new ones.
Operations
Allowing our companies to focus on building world-class products and services, we consult on aspects of internal process and operations management that help the business scale sustainably. Our team has experience in supply chain, financial reporting, project management, and more.
Our Approach to Partnership
Value Add-On
Beyond capital, we provide real-world experience building brands in consumer-focused categories, actively participating and integrating with brand teams to grow their businesses.
Digital Thought Partnership
We provide key digital resources and the flexibility for our portfolio companies to improve competency across digital channels and increase speed to market on critical initiatives.
“Our goals, mission and core values remain the same. TSG is the fuel to the fire, providing us with the intellectual capital, experience and expertise needed for Dutch Bros. to continue to create memorable experiences and make a massive difference in people’s lives.”
—Travis Boersma, Dutch Bros Co-founder & CEO
Our Core Values
Culture
We believe that strong internal relationships build strong customer relationships. Our internal culture is one of respect and collaboration, but also humanity, camaraderie, and compassion, which includes the unique contributions of all.
Team
From sharing recognition to sharing accountability, we operate as a team. Not only is teamwork more effective for the organization, but it also enriches rapport on a personal level. As a team, we go farther than we could go alone.
Brand First
We honor the passion of our brands and brand founders by treating their money and business as if they were our own. We embrace the responsibility that these partners have placed in us—always upholding that trust with integrity.
Perseverance
Tenacity and dedication are the keys to our success. We never stop working for alignment among management, the board, and our investors. Our own successes and challenges are examined with candor, and with the goal of improvement in mind.
Canyon Case Study
After significant hard work from the Canyon team and assistance from TSG, Canyon launched in the US in August 2017 with incredible enthusiasm and much fanfare that resulted in significant and positive press coverage.
Backcountry Case Study
The TSG team has helped drive growth and long-term value by partnering with management to build a best-in-class executive team, invest in strategic brand marketing efforts including social media, events, PR, and influencer marketing, scale the unique Gearhead customer support operation, develop a margin accretive private label platform, and refine the company’s off-price strategy.
Our Digital Events
We hold exclusive events for our portfolio companies that allow them to learn from each other and from our network of experts in everything from making smart hiring decisions to supply chain management.