GP Investments announces the launching of The Craftory
11 May

GP Investments announces the launching of The Craftory

11 May GP Investments announces the launching of The Craftory

GP INVESTMENTS, LTD., a leading private equity and alternative investments company headquartered at 129, Front Street, Penthouse, Hamilton HM 12, Bermuda (“GP Investments”), hereby announces the signing of an agreement by which Spice Private Equity, Ltd., indirectly through an affiliate (“Spice PE”), has committed to invest up to $60 million in The Craftory, Ltd. (the “Company” or “The Craftory”), a next-generation consumer goods company established to back challenger brands. Spice PE, together with other investors, will provide the Company with nearly $300 million of permanent capital. Spice PE will exert significant governance at The Craftory with direct representation at the Company’s board of directors.

The Craftory is a revolutionary concept: a new investment company dedicated entirely to backing disruptive new challengers in the consumer goods space. Founded by Elio Leoni-Sceti and Ernesto Schmitt, plus a dedicated team of brand and digital experts, The Craftory presents the new model of growth in fast-moving consumer goods: its capital is permanent, its principals are entrepreneurs and brand experts themselves, and its focus is on amplification: multiplying the impact and reach of its brands from tens of thousands to hundreds of millions of consumers, without compromising the brands’ mission or purpose.

The Craftory delivers amplification through focus on the following three skills: expertise in brand creation and storytelling, expertise in digital activation platforms, and expertise in scale-up efficiency. The Company has the capital, expertise, knowledge and empathy to amp the challengers in its portfolio employing these value pillars.

“These are immensely exciting times for bold, mission-driven entrepreneurs taking aim at Big Business in consumer goods. The tide of history has turned. Consumer preference goes to brands with a story to tell and a genuine purpose to achieve” said Leoni-Sceti. “Think of the Craftory as a virtual Google Campus for challenger brands: a home for like-minded entrepreneurs sharing the same values and mission, supported by the capital and expertise they need to succeed at tremendous scale” said Schmitt.

“The consumer goods space is transforming quickly in the face of new technologies and evolving consumer desires. We believe this investment in The Craftory represents a unique opportunity for Spice PE to diversity its asset base by investing alongside seasoned professionals with the relevant skillsets and industry relationships to enable the boldest challenger brands to become global leaders” said Antonio Bonchristiano, Chief Executive Officer of GP Investments.

The Craftory will be based in London and will focus on acquiring & scaling high-growth consumer brands with more than $10 million revenues in health and beauty care, personal care (including male grooming and feminine hygiene); health food and snacks; beer, wine & spirits; tea, coffee and soft drinks; chocolate; household care; perfumes & fragrance; pet care; and any blended, multi-category plays.

About GP Investments.

GP Investments is a leading private equity and alternative investments company. Since its founding in 1993, GP Investments has raised $5 billion from investors worldwide and has completed investments in more than 50 companies and has executed over 20 equity capital market transactions. GP Investments has a consistent and disciplined investment strategy targeting established companies that have the potential to grow and be more efficient and profitable by becoming leaders in their industries. Since 2006, GP Investments has its Class A Shares traded in form of Brazilian Depositary Receipts (BDRs) on the Brazilian Stock Exchange (B3 S.A. – Brasil, Bolsa, Balcão) under the ticker symbol GPIV33 and on the Luxembourg Stock Exchange. The firm currently has offices in São Paulo, New York, London and Bermuda. For more information, visit

About Spice PE.

Spice PE is a Swiss investment company focused on global private equity investments. Spice PE has over a decade of operating history and is managed by GP Advisors (Bermuda), Ltd., a subsidiary of GP Investments. Spice PE is listed on the SIX Swiss Exchange under the ticker symbol SPCE. For more information, visit

May 11, 2018.
Rodrigo Boscolo
Chief Financial and Investor Relations Officer