Investment focus
Four ways we invest in D2C brands.
From the startup with first traction to the established e-commerce brand: Good Brands invests in four areas. Venture and co-build are our core areas – acquisitions and minority stakes in larger brands complement them.
- Core areaVenture
- Who we look for
- Startups from Germany, Austria and Switzerland with first traction from around €50,000 in monthly revenue
- Our stake
- Minority, usually 10–20%
- Core areaCo-build
- Who we look for
- Experienced D2C and performance marketers who want to found their own brand
- Our stake
- 30–40%, the founder holds the majority
- ComplementaryMinority stakes via SPV
- Who we look for
- Established e-commerce brands from around €10m in revenue and €1–3m EBIT
- Our stake
- More than 25% through the investment vehicle
- ComplementaryAcquisitions
- Who we look for
- Established e-commerce brands from around €1.5m in revenue and an EBIT margin of about 20%
- Our stake
- 100%
Investment focus
We invest in pre-seed and seed phase D2C startups.
from Germany, Austria, and Switzerland
Our investment focus
We are your partner for innovation and growth in the D2C sector!
We are more than just a venture capital company; we are enthusiasts passionately working to shape the future of commerce.
Our heart beats for startups that want to revolutionize the market of dietary supplements and functional cosmetics. But our passion doesn’t stop there – we are constantly on the lookout for groundbreaking ideas in various industries. Whether it’s textiles or innovative technologies in online and offline commerce, we are on board!
We focus on young companies from Germany, Austria, and Switzerland. Why? Because not only are we at home here, but we also have a deep understanding of the markets and a strong network of contacts. This enables us to support startups not only financially but also with valuable knowledge and experience.
At Good Brands AG, it’s about more than just capital. We offer seed and early-stage venture capital, combined with a wealth of professional expertise and a network that opens doors. We believe in brands that enrich everyday life, stand for innovation and safety, and give each product a distinctive profile.
Together, we want to forge new paths and develop brands that endure and become unmistakable icons in their markets through our targeted brand building. Because we are convinced: The greatest strength of a company lies in its brand – it’s the core that creates trust, ensures recognition, and secures sustainable success.”
01 · Core area
Venture
We take stakes in young D2C brands that are already selling their product successfully, and support the founders operationally – from the seed stage to the exit.
- Who we look for
- Startups from Germany, Austria and Switzerland with first traction from around €50,000 in monthly revenue
- Our stake
- Minority, usually 10–20%
- Investment
- Up to €250,000 per startup
- Structure
- Equity, ggf. CLA
- Examples
- BitterLiebe,
Bedrop,
Nordesign,
NUTRIQ
02 · Core area
Co-build
We found new brands together with experienced performance marketers. The founder holds the majority; Good Brands contributes capital, product development, infrastructure and network.
- Who we look for
- Experienced D2C and performance marketers who want to found their own brand
- Our stake
- 30–40%, the founder holds the majority
- Investment
- €100,000–150,000 starting capital
- Structure
- Joint new company
- Example
- Shape Labs, natunora
03 · Complementary
Minority stakes via SPV
We take stakes in larger brands together with co-investors through a dedicated investment vehicle (SPV). Good Brands manages the vehicle, invests alongside and supports the company as an active shareholder towards the exit.
- Who we look for
- Established e-commerce brands from around €10m in revenue and €1–3m EBIT
- Our stake
- More than 25% through the investment vehicle
- Structure
- Equity from co-investors and Good Brands, complemented by bank financing
- Example
- mellow NOIR
04 · Complementary
Acquisitions
We acquire established, profitable e-commerce brands outright and develop them further with our operational team.
- Who we look for
- Established e-commerce brands from around €1.5m in revenue and an EBIT margin of about 20%
- Our stake
- 100%
- Structure
- Equity and bank financing
Talk to us
Does your company fit one of the four areas?
Startups send us their pitch deck, marketers apply for the co-build programme. For acquisitions and stakes in established brands, reach out to us directly.