Walpole: What is Redrice Ventures?
Tom March: Redrice Ventures is not your typical venture capital firm. We back early-stage consumer brands that are reshaping the way we live. Our role is to equip founders with the funding and expertise to grow into tomorrow’s household names. Our mission is to champion the people who are bold enough to challenge categories and build products that truly resonate. We focus on the intersection of health, happiness, and harmony, where consumer demand is rising fastest and cultural change runs deepest. And we don’t just write cheques. Our team is made up of people who’ve built, scaled, and led consumer brands themselves. That experience means we know how hard the road can be, and what it really takes to grow sustainably.
What sets you apart from other VCs?
At Redrice, our support extends beyond capital: we bring hands-on guidance from real operational experience, along with meaningful connections through our network. Our team includes the former Global CEO of Saatchi & Saatchi and the former CEO of Thomas Pink, alongside seasoned investors, led by myself, Claudia Yupangco (formerly Primeiro Deloitte Banking) and Gabrielle Swycher (formerly Deutsche Bank), In short: we’ve been in the founder’s shoes, and we know the terrain.
Then there are our partnerships. We’re proud to be backed by the British Business Bank, an endorsement achieved by only 2% of applicant funds. Through initiatives, the Redrice Sports Collective with Associate Partners Sir Andy Murray and Alistair Brownlee OBE and our partnership with Walpole, we open doors most VCs can’t. The Sports Collective, for instance, connects founders with world-class athletes, helping us spot and back the most exciting brands at the crossroads of wellness, performance, and lifestyle (more on this later).
Since our inception in 2018, we’re proud to have delivered top-quartile performance across our funds within the European venture capital space, despite what has been a challenging environment for consumer companies.
What are your success stories? Who have you backed?
We’ve invested in some of the most exciting names in consumer today: Castore, the premium sportswear brand now valued at unicorn status; Untamed, shaking up the cat food category; Skin Rocks, a fast-growing skincare brand from Caroline Hirons - arguably the UK’s most trusted skincare expert; and Puresport, a performance supplement brand with one of the country’s most active run clubs. We’ve also supported purpose-led brands like Ocean Bottle and MotherRoot, both Walpole Brands of Tomorrow alumni.
Early signs of momentum, strong emotional resonance with consumers, and, most importantly, exceptional teams were the key qualities that drew us to these businesses. In the early days of a start-up, the calibre and resilience of the people behind it are the most critical indicators of long-term success.
Why the renewed focus on health and wellbeing?
Wellness isn’t a trend, it’s become a defining feature of modern life. Consumers increasingly see health, vitality, and balance as the ultimate luxury. That shift is why Redrice has doubled down on this space. Through the Redrice Sports Collective, we’ve partnered with global sporting legends like Sir Andy Murray and Alistair Brownlee OBE. Their perspective gives us an edge in spotting performance-led and wellness-driven brands poised to lead. The lines between sport, lifestyle, and wellbeing are blurring fast. For today’s consumer, 'premium' means products and experiences that make life healthier, more active, and more balanced.
Why invest in consumer now?
Consumer may be everywhere, yet in venture capital it remains chronically underfunded. In 2024, only 5% of European funding went into consumer, even though one in four unicorns today is a consumer business. That gap represents a major opportunity. Still, consumer is not easy. It is fast-moving, shaped by culture, and demands real expertise to navigate. Spotting what will resonate, and what will endure, is as much art as science. That is why being a consumer specialist matters. At Redrice, this is our focus: early-stage consumer brands led by extraordinary founders. We close the capital gap to help them become the defining names of the next decade.
What’s next for Redrice?
Our ambition is to continue backing the next generation of premium consumer leaders. The momentum we’ve built and the success of our portfolio have prompted strong encouragement from our existing investors to launch Fund II, which has already secured substantial early commitments. Looking ahead, we see Redrice as the meeting point of creativity, capital, and culture. Our ambition is simple: to help build the consumer icons of tomorrow.
If you're a young brand looking to raise, please contact [email protected]
