Squire Patton Boggs has advised The Craftory, a global investment house focused exclusively on championing the world’s boldest, mission-driven consumer brands, on its US$60 million Series A Investment in Freddie’s Flowers.
The Corporate team advising The Craftory was led by Private Equity partner Charles Leeming and senior associate Joshua Fitzpatrick. The team also involved Corporate associate Nathan Bentley and UK head of Private Equity Paul Mann.
Based in London and San Francisco, The Craftory is a $375 million global investment house, offering permanent and early stage growth capital, as well as strategic business expertise. A B-Corp, a member of Diversity VC, and certified carbon negative, The Craftory invests in cause-driven consumer packaged goods (CPG) companies that positively impact the categories they serve, society, and the planet.
Having seen a huge spike in sales during lockdown, Freddie’s Flowers has quickly grown to become the largest flower box subscription business in the UK. Launched in 2014, Freddie’s Flowers delivers flowers to homes across the whole of mainland UK and Germany. It intends to use the funds to support the company’s rapid growth and international expansion, enhance its range of products and hire new talent.
Ernesto Schmitt, The Craftory Co-Founder, says: “We’ve been blown away by Freddie’s trail-blazing approach to democratising access to great flowers for everyone. They’ve deconstructed every wasteful step along the value chain, and with confidence, creativity and CPG best-practice pieced together a new kind of service that sets the gold standard for the category. Freddie’s Flowers are a true CPG challenger brand and we’re proud to have them in our portfolio.”
Charles Leeming comments: “We are proud to have advised The Craftory on its investment in Freddie’s Flowers. We share The Craftory’s values and principles for doing business responsibly, and are inspired by its desire to drive positive change by supporting brands committed to sustainability and the common good.”