{
  "meta": {
    "title": "Consumer-Tech Holdings of Top US Consumer PE Firms",
    "description": "Firm-by-firm map of consumer-tech and tech-enabled holdings across the largest US consumer-focused private equity portfolios. Compiled for startup idea-mining.",
    "source_url": "https://consumerprivateequityanalysis.darcydouglas.com/",
    "generated": "2026-07-08",
    "method": "Assembled from firms' own portfolio pages plus CB Insights / Tracxn deal records, then adversarially fact-checked. Not exhaustive: several portfolio pages are JS-gated or self-described as incomplete; this captures the consumer-tech slice, not every brand.",
    "counts": {
      "firms": 12,
      "holdings": 140,
      "current": 111,
      "exited": 29,
      "categories": 9
    },
    "endpoints": {
      "json": "https://consumerprivateequityanalysis.darcydouglas.com/data.json",
      "csv": "https://consumerprivateequityanalysis.darcydouglas.com/holdings.csv"
    },
    "schema": {
      "firms": "array of {id, name, group, type, aum, focus, holdings_count}",
      "categories": "array of {key, label, count}",
      "holdings": "array of {company, description, category, category_label, status('current'|'exited'), year(int|null), firm_id, firm_name, firm_group}",
      "adjacent": "array of {name, examples} — growth-equity / consumer-VC shops just outside the PE bucket, listed for context (no per-holding rows)"
    },
    "caveats": [
      "Investment years appear only where a source disclosed them; blank/null does not mean recent.",
      "A few 'current' positions are public companies the firm still holds a stake in; a few 'exited' are IPOs or acquisitions.",
      "Fact-check corrections applied: TSG's 'Consumer Tech' tag holds ~5 names incl. Legacy.com (not 3); Roark's software exposure is B2B only, confirming its near-zero consumer-tech footprint."
    ]
  },
  "firms": [
    {
      "id": "lcatterton",
      "name": "L Catterton",
      "group": "Dedicated consumer PE",
      "type": "Dedicated consumer PE",
      "aum": "~$35–40B AUM",
      "focus": "World's largest dedicated consumer PE, LVMH-backed; 300+ consumer deals since 1989 — and by far the deepest consumer-tech book here.",
      "holdings_count": 29
    },
    {
      "id": "stripes",
      "name": "Stripes",
      "group": "Dedicated consumer PE",
      "type": "Growth equity",
      "aum": "NY · founded 2008",
      "focus": "Product-led growth investor spanning consumer + software. Heavy on consumer fintech and digital health; “Product is our North Star.”",
      "holdings_count": 17
    },
    {
      "id": "tsg",
      "name": "TSG Consumer Partners",
      "group": "Dedicated consumer PE",
      "type": "Dedicated consumer PE",
      "aum": "~$14B AUM",
      "focus": "Established consumer brands (Larkspur, CA, since 1987). Mostly beauty / F&B / fitness; a small, explicit “Consumer Tech” category.",
      "holdings_count": 9
    },
    {
      "id": "brentwood",
      "name": "Brentwood Associates",
      "group": "Dedicated consumer PE",
      "type": "Dedicated consumer PE",
      "aum": "Mid-market",
      "focus": "Consumer growth buyouts with a real tech-enabled-services cluster (telehealth, credentials, payments) alongside restaurants and apparel.",
      "holdings_count": 10
    },
    {
      "id": "vmg",
      "name": "VMG Partners",
      "group": "Dedicated consumer PE",
      "type": "Dedicated consumer PE",
      "aum": "Mid-market",
      "focus": "Consumer-brand pioneer that now runs a separate Technology fund — its consumer-tech is concentrated in commerce-enablement software.",
      "holdings_count": 16
    },
    {
      "id": "norwest",
      "name": "Norwest",
      "group": "Dedicated consumer PE",
      "type": "Multi-stage",
      "aum": "~$15B+ deployed",
      "focus": "Wells-Fargo-backed multi-stage giant: 156 of 516 holdings carry a consumer tag. Book is largely exited alumni; page is JS-gated.",
      "holdings_count": 6
    },
    {
      "id": "sycamore",
      "name": "Sycamore Partners",
      "group": "Dedicated consumer PE",
      "type": "Dedicated consumer PE",
      "aum": "~$30B AUM",
      "focus": "Retail & consumer buyouts — the least tech-heavy major here. Brick-and-mortar retail plus the 2025 Walgreens take-private.",
      "holdings_count": 6
    },
    {
      "id": "roark",
      "name": "Roark Capital",
      "group": "Dedicated consumer PE",
      "type": "Dedicated consumer PE",
      "aum": "~$40B AUM",
      "focus": "World's largest franchise investor (Inspire Brands, Subway, Dunkin'). Essentially zero consumer-tech — a deliberate anti-tech thesis.",
      "holdings_count": 1
    },
    {
      "id": "ga",
      "name": "General Atlantic",
      "group": "Generalist — consumer vertical",
      "type": "Growth equity",
      "aum": "Growth equity",
      "focus": "Invests specifically in digitally-enabled consumer brands; its biggest consumer-tech bets actually sit under its Technology / Financial Services tags.",
      "holdings_count": 23
    },
    {
      "id": "kkr",
      "name": "KKR",
      "group": "Generalist — consumer vertical",
      "type": "Mega-fund",
      "aum": "300 cos.",
      "focus": "Consumer-tech spread across its Private Equity and Tech Growth strategies — gaming, virtual fitness, and a wall of international marketplaces.",
      "holdings_count": 16
    },
    {
      "id": "tpg",
      "name": "TPG",
      "group": "Generalist — consumer vertical",
      "type": "Mega-fund",
      "aum": "Mega-fund",
      "focus": "Consumer runs across TPG Capital + TPG Growth; tech-enabled bets (ipsy, e.l.f) concentrate in the Growth platform.",
      "holdings_count": 4
    },
    {
      "id": "advent",
      "name": "Advent International",
      "group": "Generalist — consumer vertical",
      "type": "Mega-fund",
      "aum": "90+ consumer deals",
      "focus": "One of the few mega-funds with a named “Consumer tech & gaming” sub-sector explicitly hunting community models and marketplaces.",
      "holdings_count": 3
    }
  ],
  "categories": [
    {
      "key": "mkt",
      "label": "Marketplace",
      "count": 22
    },
    {
      "key": "dtc",
      "label": "E-commerce / DTC",
      "count": 39
    },
    {
      "key": "fit",
      "label": "Connected fitness / hw",
      "count": 10
    },
    {
      "key": "health",
      "label": "Digital health",
      "count": 17
    },
    {
      "key": "fin",
      "label": "Consumer fintech",
      "count": 13
    },
    {
      "key": "game",
      "label": "Gaming",
      "count": 5
    },
    {
      "key": "edu",
      "label": "EdTech / learning",
      "count": 7
    },
    {
      "key": "soft",
      "label": "Consumer software",
      "count": 20
    },
    {
      "key": "sub",
      "label": "Subscription / content",
      "count": 7
    }
  ],
  "holdings": [
    {
      "company": "Hydrow",
      "description": "At-home connected rowing machine + live/on-demand classes",
      "category": "fit",
      "category_label": "Connected fitness / hw",
      "status": "current",
      "year": null,
      "firm_id": "lcatterton",
      "firm_name": "L Catterton",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Tonal",
      "description": "AI-powered wall-mounted digital strength trainer",
      "category": "fit",
      "category_label": "Connected fitness / hw",
      "status": "current",
      "year": null,
      "firm_id": "lcatterton",
      "firm_name": "L Catterton",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "iFIT (NordicTrack/ProForm)",
      "description": "Connected fitness equipment with subscription content",
      "category": "fit",
      "category_label": "Connected fitness / hw",
      "status": "current",
      "year": null,
      "firm_id": "lcatterton",
      "firm_name": "L Catterton",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Cionic",
      "description": "Wearable neural-sleeve for mobility / bionic clothing",
      "category": "fit",
      "category_label": "Connected fitness / hw",
      "status": "current",
      "year": null,
      "firm_id": "lcatterton",
      "firm_name": "L Catterton",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Peloton",
      "description": "Connected bike + fitness subscription",
      "category": "fit",
      "category_label": "Connected fitness / hw",
      "status": "exited",
      "year": "2002",
      "firm_id": "lcatterton",
      "firm_name": "L Catterton",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "GetYourGuide",
      "description": "Global marketplace for travel tours & experiences",
      "category": "mkt",
      "category_label": "Marketplace",
      "status": "current",
      "year": null,
      "firm_id": "lcatterton",
      "firm_name": "L Catterton",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Artsy",
      "description": "Online marketplace for discovering & buying art",
      "category": "mkt",
      "category_label": "Marketplace",
      "status": "current",
      "year": null,
      "firm_id": "lcatterton",
      "firm_name": "L Catterton",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Vroom",
      "description": "Online used-car buying & selling marketplace",
      "category": "mkt",
      "category_label": "Marketplace",
      "status": "current",
      "year": null,
      "firm_id": "lcatterton",
      "firm_name": "L Catterton",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "98point6",
      "description": "Text-based virtual primary care / telehealth",
      "category": "health",
      "category_label": "Digital health",
      "status": "current",
      "year": null,
      "firm_id": "lcatterton",
      "firm_name": "L Catterton",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Tally Health",
      "description": "Consumer longevity / epigenetic-age testing",
      "category": "health",
      "category_label": "Digital health",
      "status": "exited",
      "year": null,
      "firm_id": "lcatterton",
      "firm_name": "L Catterton",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Remedy Science",
      "description": "Consumer health / science-led wellness (Series A)",
      "category": "health",
      "category_label": "Digital health",
      "status": "current",
      "year": "2026",
      "firm_id": "lcatterton",
      "firm_name": "L Catterton",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "GlossGenius",
      "description": "Booking + payments software for salons & spas",
      "category": "soft",
      "category_label": "Consumer software",
      "status": "current",
      "year": null,
      "firm_id": "lcatterton",
      "firm_name": "L Catterton",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Restaurant365",
      "description": "All-in-one restaurant management SaaS",
      "category": "soft",
      "category_label": "Consumer software",
      "status": "current",
      "year": null,
      "firm_id": "lcatterton",
      "firm_name": "L Catterton",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Forter",
      "description": "E-commerce fraud prevention & identity platform",
      "category": "soft",
      "category_label": "Consumer software",
      "status": "current",
      "year": null,
      "firm_id": "lcatterton",
      "firm_name": "L Catterton",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "FlashParking",
      "description": "Cloud parking-management technology platform",
      "category": "soft",
      "category_label": "Consumer software",
      "status": "current",
      "year": null,
      "firm_id": "lcatterton",
      "firm_name": "L Catterton",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "NotCo",
      "description": "AI-driven plant-based food formulation",
      "category": "soft",
      "category_label": "Consumer software",
      "status": "current",
      "year": null,
      "firm_id": "lcatterton",
      "firm_name": "L Catterton",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Freetrade",
      "description": "Commission-free retail investing app (UK)",
      "category": "fin",
      "category_label": "Consumer fintech",
      "status": "current",
      "year": null,
      "firm_id": "lcatterton",
      "firm_name": "L Catterton",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Crediclub",
      "description": "Mexican consumer fintech / credit platform",
      "category": "fin",
      "category_label": "Consumer fintech",
      "status": "current",
      "year": null,
      "firm_id": "lcatterton",
      "firm_name": "L Catterton",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Function of Beauty",
      "description": "Algorithmically-personalized DTC haircare",
      "category": "dtc",
      "category_label": "E-commerce / DTC",
      "status": "current",
      "year": null,
      "firm_id": "lcatterton",
      "firm_name": "L Catterton",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Il Makiage",
      "description": "DTC beauty with quiz-based shade matching",
      "category": "dtc",
      "category_label": "E-commerce / DTC",
      "status": "current",
      "year": null,
      "firm_id": "lcatterton",
      "firm_name": "L Catterton",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "ThirdLove",
      "description": "DTC intimates with fit-finder algorithm",
      "category": "dtc",
      "category_label": "E-commerce / DTC",
      "status": "current",
      "year": null,
      "firm_id": "lcatterton",
      "firm_name": "L Catterton",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Savage X Fenty",
      "description": "DTC lingerie membership brand (Rihanna)",
      "category": "dtc",
      "category_label": "E-commerce / DTC",
      "status": "current",
      "year": null,
      "firm_id": "lcatterton",
      "firm_name": "L Catterton",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Hungryroot",
      "description": "Grocery + AI meal-planning subscription",
      "category": "dtc",
      "category_label": "E-commerce / DTC",
      "status": "current",
      "year": null,
      "firm_id": "lcatterton",
      "firm_name": "L Catterton",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Butternut Box",
      "description": "Fresh dog-food subscription (UK/EU)",
      "category": "dtc",
      "category_label": "E-commerce / DTC",
      "status": "current",
      "year": null,
      "firm_id": "lcatterton",
      "firm_name": "L Catterton",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Petlove",
      "description": "Brazilian pet e-commerce + services platform",
      "category": "dtc",
      "category_label": "E-commerce / DTC",
      "status": "current",
      "year": null,
      "firm_id": "lcatterton",
      "firm_name": "L Catterton",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "BloomChic",
      "description": "Plus-size fashion e-commerce with data-led sizing",
      "category": "dtc",
      "category_label": "E-commerce / DTC",
      "status": "current",
      "year": null,
      "firm_id": "lcatterton",
      "firm_name": "L Catterton",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "SellerX",
      "description": "Amazon / e-commerce brand aggregator",
      "category": "dtc",
      "category_label": "E-commerce / DTC",
      "status": "current",
      "year": null,
      "firm_id": "lcatterton",
      "firm_name": "L Catterton",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Rhoback",
      "description": "DTC performance activewear brand",
      "category": "dtc",
      "category_label": "E-commerce / DTC",
      "status": "current",
      "year": "2026",
      "firm_id": "lcatterton",
      "firm_name": "L Catterton",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Everlane",
      "description": "Transparency-led DTC apparel e-commerce",
      "category": "dtc",
      "category_label": "E-commerce / DTC",
      "status": "exited",
      "year": null,
      "firm_id": "lcatterton",
      "firm_name": "L Catterton",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "GoFundMe",
      "description": "Online crowdfunding marketplace",
      "category": "mkt",
      "category_label": "Marketplace",
      "status": "current",
      "year": null,
      "firm_id": "stripes",
      "firm_name": "Stripes",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Flex",
      "description": "Split-your-rent payment platform for renters",
      "category": "fin",
      "category_label": "Consumer fintech",
      "status": "current",
      "year": null,
      "firm_id": "stripes",
      "firm_name": "Stripes",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Nomad",
      "description": "Digital bank giving Brazilians USD accounts",
      "category": "fin",
      "category_label": "Consumer fintech",
      "status": "current",
      "year": null,
      "firm_id": "stripes",
      "firm_name": "Stripes",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Aviron",
      "description": "Gamified connected rowing machine",
      "category": "fit",
      "category_label": "Connected fitness / hw",
      "status": "current",
      "year": null,
      "firm_id": "stripes",
      "firm_name": "Stripes",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Hello Heart",
      "description": "AI preventive heart-health app + cuff",
      "category": "health",
      "category_label": "Digital health",
      "status": "current",
      "year": null,
      "firm_id": "stripes",
      "firm_name": "Stripes",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Equip",
      "description": "Virtual eating-disorder treatment",
      "category": "health",
      "category_label": "Digital health",
      "status": "current",
      "year": null,
      "firm_id": "stripes",
      "firm_name": "Stripes",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Pomelo Care",
      "description": "Virtual maternal / pediatric care",
      "category": "health",
      "category_label": "Digital health",
      "status": "current",
      "year": "2026",
      "firm_id": "stripes",
      "firm_name": "Stripes",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Boulder Care",
      "description": "Telehealth addiction / substance-use treatment",
      "category": "health",
      "category_label": "Digital health",
      "status": "current",
      "year": null,
      "firm_id": "stripes",
      "firm_name": "Stripes",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Chapter",
      "description": "AI-enabled Medicare navigation & brokerage",
      "category": "health",
      "category_label": "Digital health",
      "status": "current",
      "year": "2026",
      "firm_id": "stripes",
      "firm_name": "Stripes",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Reformation",
      "description": "Sustainable fashion DTC brand",
      "category": "dtc",
      "category_label": "E-commerce / DTC",
      "status": "current",
      "year": null,
      "firm_id": "stripes",
      "firm_name": "Stripes",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "GrubHub",
      "description": "Online food-ordering & delivery marketplace",
      "category": "mkt",
      "category_label": "Marketplace",
      "status": "exited",
      "year": null,
      "firm_id": "stripes",
      "firm_name": "Stripes",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Upwork",
      "description": "Freelance work marketplace",
      "category": "mkt",
      "category_label": "Marketplace",
      "status": "exited",
      "year": null,
      "firm_id": "stripes",
      "firm_name": "Stripes",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Udemy",
      "description": "Online course marketplace",
      "category": "edu",
      "category_label": "EdTech / learning",
      "status": "exited",
      "year": null,
      "firm_id": "stripes",
      "firm_name": "Stripes",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Blue Apron",
      "description": "Meal-kit subscription",
      "category": "dtc",
      "category_label": "E-commerce / DTC",
      "status": "exited",
      "year": null,
      "firm_id": "stripes",
      "firm_name": "Stripes",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Remitly",
      "description": "Cross-border remittance app",
      "category": "fin",
      "category_label": "Consumer fintech",
      "status": "exited",
      "year": null,
      "firm_id": "stripes",
      "firm_name": "Stripes",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "NetQuote",
      "description": "Online insurance-quote marketplace",
      "category": "fin",
      "category_label": "Consumer fintech",
      "status": "exited",
      "year": "2010",
      "firm_id": "stripes",
      "firm_name": "Stripes",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Turtle Beach",
      "description": "Gaming headset & accessories brand",
      "category": "game",
      "category_label": "Gaming",
      "status": "exited",
      "year": "2010",
      "firm_id": "stripes",
      "firm_name": "Stripes",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Revolut",
      "description": "Consumer neobank / super-app (banking, FX, crypto)",
      "category": "fin",
      "category_label": "Consumer fintech",
      "status": "current",
      "year": null,
      "firm_id": "tsg",
      "firm_name": "TSG Consumer Partners",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Robinhood",
      "description": "Commission-free retail investing app",
      "category": "fin",
      "category_label": "Consumer fintech",
      "status": "exited",
      "year": null,
      "firm_id": "tsg",
      "firm_name": "TSG Consumer Partners",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Scopely",
      "description": "Mobile game developer & publisher",
      "category": "game",
      "category_label": "Gaming",
      "status": "exited",
      "year": null,
      "firm_id": "tsg",
      "firm_name": "TSG Consumer Partners",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Legacy.com",
      "description": "Online obituaries & memorial platform",
      "category": "soft",
      "category_label": "Consumer software",
      "status": "current",
      "year": null,
      "firm_id": "tsg",
      "firm_name": "TSG Consumer Partners",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Revolve",
      "description": "Data-driven online fashion retailer",
      "category": "dtc",
      "category_label": "E-commerce / DTC",
      "status": "exited",
      "year": null,
      "firm_id": "tsg",
      "firm_name": "TSG Consumer Partners",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Backcountry",
      "description": "Outdoor-gear e-commerce retailer",
      "category": "dtc",
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      "status": "current",
      "year": null,
      "firm_id": "tsg",
      "firm_name": "TSG Consumer Partners",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Canyon",
      "description": "DTC (direct-to-consumer) performance bicycles",
      "category": "dtc",
      "category_label": "E-commerce / DTC",
      "status": "current",
      "year": null,
      "firm_id": "tsg",
      "firm_name": "TSG Consumer Partners",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Crumbl",
      "description": "App-driven cookie franchise with rotating menu",
      "category": "dtc",
      "category_label": "E-commerce / DTC",
      "status": "current",
      "year": "2025",
      "firm_id": "tsg",
      "firm_name": "TSG Consumer Partners",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Huda Beauty",
      "description": "Digitally-native, creator-led beauty brand",
      "category": "dtc",
      "category_label": "E-commerce / DTC",
      "status": "exited",
      "year": null,
      "firm_id": "tsg",
      "firm_name": "TSG Consumer Partners",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "hims & hers",
      "description": "DTC telehealth for wellness / prescriptions",
      "category": "health",
      "category_label": "Digital health",
      "status": "current",
      "year": null,
      "firm_id": "brentwood",
      "firm_name": "Brentwood Associates",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "MedBridge",
      "description": "Digital healthcare education & patient engagement",
      "category": "health",
      "category_label": "Digital health",
      "status": "current",
      "year": null,
      "firm_id": "brentwood",
      "firm_name": "Brentwood Associates",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "KeyMe",
      "description": "Self-service key-duplication kiosks (IoT)",
      "category": "fit",
      "category_label": "Connected fitness / hw",
      "status": "current",
      "year": null,
      "firm_id": "brentwood",
      "firm_name": "Brentwood Associates",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Throne Labs",
      "description": "Smart, app-accessible public restroom tech",
      "category": "fit",
      "category_label": "Connected fitness / hw",
      "status": "current",
      "year": null,
      "firm_id": "brentwood",
      "firm_name": "Brentwood Associates",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "ClassWallet",
      "description": "Payments platform for public education funds",
      "category": "fin",
      "category_label": "Consumer fintech",
      "status": "current",
      "year": null,
      "firm_id": "brentwood",
      "firm_name": "Brentwood Associates",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Parchment",
      "description": "Digital credential / transcript exchange",
      "category": "edu",
      "category_label": "EdTech / learning",
      "status": "current",
      "year": null,
      "firm_id": "brentwood",
      "firm_name": "Brentwood Associates",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Credentials Solutions",
      "description": "Academic transcript ordering & verification",
      "category": "edu",
      "category_label": "EdTech / learning",
      "status": "current",
      "year": null,
      "firm_id": "brentwood",
      "firm_name": "Brentwood Associates",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "The Great Courses",
      "description": "Subscription educational video/audio media",
      "category": "sub",
      "category_label": "Subscription / content",
      "status": "current",
      "year": null,
      "firm_id": "brentwood",
      "firm_name": "Brentwood Associates",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Wiland",
      "description": "Data-driven marketing & customer intelligence",
      "category": "soft",
      "category_label": "Consumer software",
      "status": "current",
      "year": null,
      "firm_id": "brentwood",
      "firm_name": "Brentwood Associates",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Service Management Group",
      "description": "Customer-experience measurement platform",
      "category": "soft",
      "category_label": "Consumer software",
      "status": "current",
      "year": null,
      "firm_id": "brentwood",
      "firm_name": "Brentwood Associates",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Attentive",
      "description": "SMS / conversational marketing platform",
      "category": "soft",
      "category_label": "Consumer software",
      "status": "current",
      "year": null,
      "firm_id": "vmg",
      "firm_name": "VMG Partners",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Boulevard",
      "description": "Booking + payments software for salons/spas",
      "category": "soft",
      "category_label": "Consumer software",
      "status": "current",
      "year": null,
      "firm_id": "vmg",
      "firm_name": "VMG Partners",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Shogun",
      "description": "E-commerce store-builder / page experience",
      "category": "soft",
      "category_label": "Consumer software",
      "status": "current",
      "year": null,
      "firm_id": "vmg",
      "firm_name": "VMG Partners",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Daasity",
      "description": "Analytics platform for DTC / e-commerce brands",
      "category": "soft",
      "category_label": "Consumer software",
      "status": "current",
      "year": null,
      "firm_id": "vmg",
      "firm_name": "VMG Partners",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Afresh",
      "description": "AI for grocery fresh-food ordering & inventory",
      "category": "soft",
      "category_label": "Consumer software",
      "status": "current",
      "year": null,
      "firm_id": "vmg",
      "firm_name": "VMG Partners",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Rinsed",
      "description": "CRM / billing software for car washes",
      "category": "soft",
      "category_label": "Consumer software",
      "status": "current",
      "year": null,
      "firm_id": "vmg",
      "firm_name": "VMG Partners",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Tracksuit",
      "description": "Always-on brand-tracking / awareness analytics",
      "category": "soft",
      "category_label": "Consumer software",
      "status": "current",
      "year": null,
      "firm_id": "vmg",
      "firm_name": "VMG Partners",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Fermat",
      "description": "Shoppable, personalized e-commerce experiences",
      "category": "soft",
      "category_label": "Consumer software",
      "status": "current",
      "year": null,
      "firm_id": "vmg",
      "firm_name": "VMG Partners",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Pray.com",
      "description": "Faith / prayer & meditation content app",
      "category": "sub",
      "category_label": "Subscription / content",
      "status": "current",
      "year": null,
      "firm_id": "vmg",
      "firm_name": "VMG Partners",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Weee!",
      "description": "Asian & Hispanic grocery e-commerce marketplace",
      "category": "mkt",
      "category_label": "Marketplace",
      "status": "current",
      "year": null,
      "firm_id": "vmg",
      "firm_name": "VMG Partners",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Nuvemshop (Tiendanube)",
      "description": "Latin American e-commerce store platform",
      "category": "mkt",
      "category_label": "Marketplace",
      "status": "current",
      "year": null,
      "firm_id": "vmg",
      "firm_name": "VMG Partners",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Nowsta",
      "description": "Staffing / workforce marketplace & payments",
      "category": "mkt",
      "category_label": "Marketplace",
      "status": "current",
      "year": null,
      "firm_id": "vmg",
      "firm_name": "VMG Partners",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Bobbie",
      "description": "DTC organic infant-formula brand",
      "category": "dtc",
      "category_label": "E-commerce / DTC",
      "status": "current",
      "year": null,
      "firm_id": "vmg",
      "firm_name": "VMG Partners",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Daily Harvest",
      "description": "Subscription frozen / plant-based food delivery",
      "category": "dtc",
      "category_label": "E-commerce / DTC",
      "status": "exited",
      "year": null,
      "firm_id": "vmg",
      "firm_name": "VMG Partners",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Pill Club",
      "description": "Telehealth pharmacy / birth-control delivery",
      "category": "health",
      "category_label": "Digital health",
      "status": "exited",
      "year": null,
      "firm_id": "vmg",
      "firm_name": "VMG Partners",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Musely",
      "description": "Telehealth prescription-skincare marketplace",
      "category": "health",
      "category_label": "Digital health",
      "status": "exited",
      "year": null,
      "firm_id": "vmg",
      "firm_name": "VMG Partners",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Babylist",
      "description": "Baby registry + e-commerce for new parents",
      "category": "mkt",
      "category_label": "Marketplace",
      "status": "current",
      "year": null,
      "firm_id": "norwest",
      "firm_name": "Norwest",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Abodu",
      "description": "Prefab backyard-home (ADU) design & install",
      "category": "dtc",
      "category_label": "E-commerce / DTC",
      "status": "current",
      "year": null,
      "firm_id": "norwest",
      "firm_name": "Norwest",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Bailey 44",
      "description": "Contemporary women's apparel brand",
      "category": "dtc",
      "category_label": "E-commerce / DTC",
      "status": "exited",
      "year": null,
      "firm_id": "norwest",
      "firm_name": "Norwest",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "AdChina",
      "description": "China digital-advertising platform",
      "category": "soft",
      "category_label": "Consumer software",
      "status": "exited",
      "year": null,
      "firm_id": "norwest",
      "firm_name": "Norwest",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Admeld",
      "description": "Publisher ad-optimization (→ Google)",
      "category": "soft",
      "category_label": "Consumer software",
      "status": "exited",
      "year": null,
      "firm_id": "norwest",
      "firm_name": "Norwest",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Badgeville",
      "description": "Gamification / engagement platform",
      "category": "soft",
      "category_label": "Consumer software",
      "status": "exited",
      "year": null,
      "firm_id": "norwest",
      "firm_name": "Norwest",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Rithum",
      "description": "E-commerce enablement (CommerceHub + ChannelAdvisor)",
      "category": "mkt",
      "category_label": "Marketplace",
      "status": "current",
      "year": null,
      "firm_id": "sycamore",
      "firm_name": "Sycamore Partners",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Digital Room",
      "description": "Online custom-print e-commerce (UPrinting, PrintRunner)",
      "category": "dtc",
      "category_label": "E-commerce / DTC",
      "status": "current",
      "year": null,
      "firm_id": "sycamore",
      "firm_name": "Sycamore Partners",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Shields Health Solutions",
      "description": "Specialty-pharmacy integration (via Walgreens)",
      "category": "health",
      "category_label": "Digital health",
      "status": "current",
      "year": "2025",
      "firm_id": "sycamore",
      "firm_name": "Sycamore Partners",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "CareCentrix",
      "description": "Tech-enabled home-care coordination (via Walgreens)",
      "category": "health",
      "category_label": "Digital health",
      "status": "current",
      "year": "2025",
      "firm_id": "sycamore",
      "firm_name": "Sycamore Partners",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "VillageMD",
      "description": "Primary-care clinics + platform (via Walgreens)",
      "category": "health",
      "category_label": "Digital health",
      "status": "current",
      "year": "2025",
      "firm_id": "sycamore",
      "firm_name": "Sycamore Partners",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "iA (Innovation Assoc.)",
      "description": "Pharmacy automation / robotics (via Walgreens)",
      "category": "health",
      "category_label": "Digital health",
      "status": "current",
      "year": "2025",
      "firm_id": "sycamore",
      "firm_name": "Sycamore Partners",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "Installation Made Easy",
      "description": "Platform coordinating ‘do-it-for-me’ home-install jobs",
      "category": "mkt",
      "category_label": "Marketplace",
      "status": "current",
      "year": null,
      "firm_id": "roark",
      "firm_name": "Roark Capital",
      "firm_group": "Dedicated consumer PE"
    },
    {
      "company": "SHEIN",
      "description": "Ultra-fast-fashion global e-commerce",
      "category": "dtc",
      "category_label": "E-commerce / DTC",
      "status": "current",
      "year": "2022",
      "firm_id": "ga",
      "firm_name": "General Atlantic",
      "firm_group": "Generalist — consumer vertical"
    },
    {
      "company": "Gymshark",
      "description": "DTC fitness-apparel brand",
      "category": "dtc",
      "category_label": "E-commerce / DTC",
      "status": "current",
      "year": "2020",
      "firm_id": "ga",
      "firm_name": "General Atlantic",
      "firm_group": "Generalist — consumer vertical"
    },
    {
      "company": "Sézane",
      "description": "Digitally-native French fashion brand",
      "category": "dtc",
      "category_label": "E-commerce / DTC",
      "status": "current",
      "year": "2018",
      "firm_id": "ga",
      "firm_name": "General Atlantic",
      "firm_group": "Generalist — consumer vertical"
    },
    {
      "company": "PatPat",
      "description": "Value children's apparel e-commerce",
      "category": "dtc",
      "category_label": "E-commerce / DTC",
      "status": "current",
      "year": "2021",
      "firm_id": "ga",
      "firm_name": "General Atlantic",
      "firm_group": "Generalist — consumer vertical"
    },
    {
      "company": "Grove Collaborative",
      "description": "Online natural household-goods retailer",
      "category": "dtc",
      "category_label": "E-commerce / DTC",
      "status": "current",
      "year": "2019",
      "firm_id": "ga",
      "firm_name": "General Atlantic",
      "firm_group": "Generalist — consumer vertical"
    },
    {
      "company": "Vegamour",
      "description": "DTC hair-wellness brand",
      "category": "dtc",
      "category_label": "E-commerce / DTC",
      "status": "current",
      "year": "2021",
      "firm_id": "ga",
      "firm_name": "General Atlantic",
      "firm_group": "Generalist — consumer vertical"
    },
    {
      "company": "eyewa",
      "description": "DTC eyewear brand (Middle East)",
      "category": "dtc",
      "category_label": "E-commerce / DTC",
      "status": "current",
      "year": "2024",
      "firm_id": "ga",
      "firm_name": "General Atlantic",
      "firm_group": "Generalist — consumer vertical"
    },
    {
      "company": "Sociolla",
      "description": "Indonesian omnichannel beauty platform",
      "category": "dtc",
      "category_label": "E-commerce / DTC",
      "status": "current",
      "year": "2025",
      "firm_id": "ga",
      "firm_name": "General Atlantic",
      "firm_group": "Generalist — consumer vertical"
    },
    {
      "company": "Depop",
      "description": "Peer-to-peer fashion resale marketplace",
      "category": "mkt",
      "category_label": "Marketplace",
      "status": "exited",
      "year": "2019",
      "firm_id": "ga",
      "firm_name": "General Atlantic",
      "firm_group": "Generalist — consumer vertical"
    },
    {
      "company": "NoBroker.com",
      "description": "Brokerage-free real-estate marketplace (India)",
      "category": "mkt",
      "category_label": "Marketplace",
      "status": "current",
      "year": "2019",
      "firm_id": "ga",
      "firm_name": "General Atlantic",
      "firm_group": "Generalist — consumer vertical"
    },
    {
      "company": "Unacademy",
      "description": "India online test-prep / learning marketplace",
      "category": "edu",
      "category_label": "EdTech / learning",
      "status": "current",
      "year": "2020",
      "firm_id": "ga",
      "firm_name": "General Atlantic",
      "firm_group": "Generalist — consumer vertical"
    },
    {
      "company": "Quizlet",
      "description": "Online study tools & flashcards",
      "category": "edu",
      "category_label": "EdTech / learning",
      "status": "current",
      "year": "2020",
      "firm_id": "ga",
      "firm_name": "General Atlantic",
      "firm_group": "Generalist — consumer vertical"
    },
    {
      "company": "Chess.com",
      "description": "World's largest online chess platform",
      "category": "game",
      "category_label": "Gaming",
      "status": "current",
      "year": "2021",
      "firm_id": "ga",
      "firm_name": "General Atlantic",
      "firm_group": "Generalist — consumer vertical"
    },
    {
      "company": "Chime",
      "description": "Fee-light digital consumer banking",
      "category": "fin",
      "category_label": "Consumer fintech",
      "status": "current",
      "year": "2019",
      "firm_id": "ga",
      "firm_name": "General Atlantic",
      "firm_group": "Generalist — consumer vertical"
    },
    {
      "company": "PhonePe",
      "description": "India digital payments & financial super-app",
      "category": "fin",
      "category_label": "Consumer fintech",
      "status": "current",
      "year": "2023",
      "firm_id": "ga",
      "firm_name": "General Atlantic",
      "firm_group": "Generalist — consumer vertical"
    },
    {
      "company": "Squarespace",
      "description": "Website builder / commerce for creators",
      "category": "soft",
      "category_label": "Consumer software",
      "status": "current",
      "year": "2014",
      "firm_id": "ga",
      "firm_name": "General Atlantic",
      "firm_group": "Generalist — consumer vertical"
    },
    {
      "company": "Doctolib",
      "description": "Patient–physician booking & telehealth (EU)",
      "category": "health",
      "category_label": "Digital health",
      "status": "current",
      "year": "2019",
      "firm_id": "ga",
      "firm_name": "General Atlantic",
      "firm_group": "Generalist — consumer vertical"
    },
    {
      "company": "Airbnb",
      "description": "Home-sharing travel marketplace",
      "category": "mkt",
      "category_label": "Marketplace",
      "status": "exited",
      "year": "2015",
      "firm_id": "ga",
      "firm_name": "General Atlantic",
      "firm_group": "Generalist — consumer vertical"
    },
    {
      "company": "Uber",
      "description": "Ride-hailing & delivery marketplace",
      "category": "mkt",
      "category_label": "Marketplace",
      "status": "exited",
      "year": "2015",
      "firm_id": "ga",
      "firm_name": "General Atlantic",
      "firm_group": "Generalist — consumer vertical"
    },
    {
      "company": "Opendoor",
      "description": "Instant-offer home-buying (iBuyer)",
      "category": "mkt",
      "category_label": "Marketplace",
      "status": "exited",
      "year": "2018",
      "firm_id": "ga",
      "firm_name": "General Atlantic",
      "firm_group": "Generalist — consumer vertical"
    },
    {
      "company": "Duolingo",
      "description": "Gamified language-learning app",
      "category": "edu",
      "category_label": "EdTech / learning",
      "status": "exited",
      "year": "2020",
      "firm_id": "ga",
      "firm_name": "General Atlantic",
      "firm_group": "Generalist — consumer vertical"
    },
    {
      "company": "Klarna",
      "description": "Buy-now-pay-later consumer payments",
      "category": "fin",
      "category_label": "Consumer fintech",
      "status": "exited",
      "year": "2011",
      "firm_id": "ga",
      "firm_name": "General Atlantic",
      "firm_group": "Generalist — consumer vertical"
    },
    {
      "company": "Snap",
      "description": "Snapchat social / camera platform",
      "category": "sub",
      "category_label": "Subscription / content",
      "status": "exited",
      "year": "2016",
      "firm_id": "ga",
      "firm_name": "General Atlantic",
      "firm_group": "Generalist — consumer vertical"
    },
    {
      "company": "Epic Games",
      "description": "Fortnite maker + Unreal Engine & game store",
      "category": "game",
      "category_label": "Gaming",
      "status": "current",
      "year": "2018",
      "firm_id": "kkr",
      "firm_name": "KKR",
      "firm_group": "Generalist — consumer vertical"
    },
    {
      "company": "Zwift",
      "description": "Virtual indoor cycling / training platform",
      "category": "fit",
      "category_label": "Connected fitness / hw",
      "status": "current",
      "year": "2020",
      "firm_id": "kkr",
      "firm_name": "KKR",
      "firm_group": "Generalist — consumer vertical"
    },
    {
      "company": "Sleepme",
      "description": "DTC sleep hardware + software (temperature)",
      "category": "fit",
      "category_label": "Connected fitness / hw",
      "status": "current",
      "year": "2016",
      "firm_id": "kkr",
      "firm_name": "KKR",
      "firm_group": "Generalist — consumer vertical"
    },
    {
      "company": "1-800 Contacts",
      "description": "Leading online destination for contact lenses",
      "category": "dtc",
      "category_label": "E-commerce / DTC",
      "status": "current",
      "year": "2020",
      "firm_id": "kkr",
      "firm_name": "KKR",
      "firm_group": "Generalist — consumer vertical"
    },
    {
      "company": "RVshare",
      "description": "Peer-to-peer RV rental marketplace",
      "category": "mkt",
      "category_label": "Marketplace",
      "status": "current",
      "year": "2020",
      "firm_id": "kkr",
      "firm_name": "KKR",
      "firm_group": "Generalist — consumer vertical"
    },
    {
      "company": "Slice",
      "description": "Ordering platform digitizing local pizza shops",
      "category": "mkt",
      "category_label": "Marketplace",
      "status": "current",
      "year": "2020",
      "firm_id": "kkr",
      "firm_name": "KKR",
      "firm_group": "Generalist — consumer vertical"
    },
    {
      "company": "Zinnia",
      "description": "Online insurance / annuity marketplace",
      "category": "fin",
      "category_label": "Consumer fintech",
      "status": "current",
      "year": "2019",
      "firm_id": "kkr",
      "firm_name": "KKR",
      "firm_group": "Generalist — consumer vertical"
    },
    {
      "company": "OverDrive",
      "description": "Library digital-media (ebooks/audio) distribution",
      "category": "sub",
      "category_label": "Subscription / content",
      "status": "current",
      "year": "2018",
      "firm_id": "kkr",
      "firm_name": "KKR",
      "firm_group": "Generalist — consumer vertical"
    },
    {
      "company": "PlayOn! Sports",
      "description": "High-school sports streaming & media",
      "category": "sub",
      "category_label": "Subscription / content",
      "status": "current",
      "year": "2022",
      "firm_id": "kkr",
      "firm_name": "KKR",
      "firm_group": "Generalist — consumer vertical"
    },
    {
      "company": "GetYourGuide",
      "description": "Marketplace for booking travel tours & activities",
      "category": "mkt",
      "category_label": "Marketplace",
      "status": "current",
      "year": "2015",
      "firm_id": "kkr",
      "firm_name": "KKR",
      "firm_group": "Generalist — consumer vertical"
    },
    {
      "company": "Lenskart",
      "description": "Pan-Asian omnichannel eyewear platform",
      "category": "dtc",
      "category_label": "E-commerce / DTC",
      "status": "current",
      "year": "2021",
      "firm_id": "kkr",
      "firm_name": "KKR",
      "firm_group": "Generalist — consumer vertical"
    },
    {
      "company": "MUSINSA",
      "description": "Korean online fashion marketplace",
      "category": "mkt",
      "category_label": "Marketplace",
      "status": "current",
      "year": "2023",
      "firm_id": "kkr",
      "firm_name": "KKR",
      "firm_group": "Generalist — consumer vertical"
    },
    {
      "company": "Artlist",
      "description": "Subscription royalty-free music & video licensing",
      "category": "sub",
      "category_label": "Subscription / content",
      "status": "current",
      "year": "2020",
      "firm_id": "kkr",
      "firm_name": "KKR",
      "firm_group": "Generalist — consumer vertical"
    },
    {
      "company": "Xingsheng Youxuan",
      "description": "Community group-buying e-commerce (China)",
      "category": "mkt",
      "category_label": "Marketplace",
      "status": "current",
      "year": "2019",
      "firm_id": "kkr",
      "firm_name": "KKR",
      "firm_group": "Generalist — consumer vertical"
    },
    {
      "company": "Ornikar",
      "description": "Online driving-school & insurance (France)",
      "category": "edu",
      "category_label": "EdTech / learning",
      "status": "current",
      "year": "2021",
      "firm_id": "kkr",
      "firm_name": "KKR",
      "firm_group": "Generalist — consumer vertical"
    },
    {
      "company": "Adopt A Cow",
      "description": "DTC premium dairy brand (China)",
      "category": "dtc",
      "category_label": "E-commerce / DTC",
      "status": "current",
      "year": "2021",
      "firm_id": "kkr",
      "firm_name": "KKR",
      "firm_group": "Generalist — consumer vertical"
    },
    {
      "company": "ipsy",
      "description": "Beauty-sample subscription + e-commerce",
      "category": "sub",
      "category_label": "Subscription / content",
      "status": "current",
      "year": null,
      "firm_id": "tpg",
      "firm_name": "TPG",
      "firm_group": "Generalist — consumer vertical"
    },
    {
      "company": "e.l.f. Cosmetics",
      "description": "Digitally-native mass beauty brand",
      "category": "dtc",
      "category_label": "E-commerce / DTC",
      "status": "exited",
      "year": null,
      "firm_id": "tpg",
      "firm_name": "TPG",
      "firm_group": "Generalist — consumer vertical"
    },
    {
      "company": "Beautycounter",
      "description": "DTC / social-selling clean beauty",
      "category": "dtc",
      "category_label": "E-commerce / DTC",
      "status": "current",
      "year": null,
      "firm_id": "tpg",
      "firm_name": "TPG",
      "firm_group": "Generalist — consumer vertical"
    },
    {
      "company": "SmartSweets",
      "description": "Low-sugar confectionery, DTC-led",
      "category": "dtc",
      "category_label": "E-commerce / DTC",
      "status": "current",
      "year": null,
      "firm_id": "tpg",
      "firm_name": "TPG",
      "firm_group": "Generalist — consumer vertical"
    },
    {
      "company": "Consumer tech & gaming (thesis)",
      "description": "Named sub-sector targeting community models & marketplaces",
      "category": "game",
      "category_label": "Gaming",
      "status": "current",
      "year": null,
      "firm_id": "advent",
      "firm_name": "Advent International",
      "firm_group": "Generalist — consumer vertical"
    },
    {
      "company": "Olaplex",
      "description": "Prestige haircare, DTC + e-commerce heavy",
      "category": "dtc",
      "category_label": "E-commerce / DTC",
      "status": "current",
      "year": null,
      "firm_id": "advent",
      "firm_name": "Advent International",
      "firm_group": "Generalist — consumer vertical"
    },
    {
      "company": "Thrasio",
      "description": "Amazon / e-commerce brand aggregator",
      "category": "dtc",
      "category_label": "E-commerce / DTC",
      "status": "current",
      "year": null,
      "firm_id": "advent",
      "firm_name": "Advent International",
      "firm_group": "Generalist — consumer vertical"
    }
  ],
  "adjacent": [
    {
      "name": "Forerunner Ventures",
      "examples": "Warby Parker, Glossier, Chime, Oura, The Farmer's Dog, Bonobos, Dollar Shave Club, Hims & Hers"
    },
    {
      "name": "Alliance Consumer Growth",
      "examples": "Shake Shack, Harry's, Good American, Momofuku"
    },
    {
      "name": "Imaginary Ventures",
      "examples": "Daily Harvest, Everlane, Glossier"
    },
    {
      "name": "Prelude Growth Partners",
      "examples": "Summer Fridays, Westman Atelier, Banza, Sol de Janeiro (exited)"
    },
    {
      "name": "Stride Consumer Partners",
      "examples": "Tatcha, Essentia, Drybar (ex-Castanea)"
    },
    {
      "name": "Verlinvest / Invus",
      "examples": "Oatly, Vita Coco, Hint — evergreen family capital"
    }
  ]
}