San Francisco Equity Partners is a private equity firm focused on lower middle market businesses across the consumer sector value chain. Founded in the early 2000s and based in San Francisco, SFEP partners with differentiated consumer brands, manufacturers, and service providers, writing equity checks of $15–40 million for control or significant minority stakes in companies generating $15–100 million in revenue and $3–15 million in EBITDA. The firm takes a hands-on, operationally focused approach, serving as an extension of management teams and providing deep consumer domain expertise, strategic guidance, and a network of industry relationships. SFEP's portfolio spans beauty and personal care, food and beverage, health and wellness, household products, outdoor recreation, and pet care, as well as B2B businesses such as contract manufacturers, sales and marketing services, and packaging and logistics providers. Notable current investments include BrüMate, Jane Iredale, Brazi Bites, and Formula Corp; past exits include Method Products, ICU Eyewear, and Japonesque. The firm's comprehensive view of the consumer value chain and track record scaling authentic brands position it as a strategic partner for founders and management teams seeking capital and operational support.

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