After years of running Gin Lane, a big-time marketing agency that helped build over $15 billion in market share for brands like SmileDirectClub and sweetgreen, its co-founders decided to transition into buying and building e-commerce brands with their new platform Pattern Brands.
Since launching the company as an acquisition and marketing platform in 2019, Pattern Brands has acquired six e-commerce businesses and raised $60 million in acquisition capital, according to a company statement.
On Tuesday, Pattern Brands announced it pulled in $25 million in venture capital to further its acquisition efforts. The round was co-led by Toba Capital, Verlinvest and BAM Elevate.
“When we took the leap to launch an entirely new business out of Gin Lane, we doubled down on our mission of creating a deeper, more personal relationship with consumers at scale through our direct with consumer model,” Nick Ling, CEO and co-founder of Pattern Brands, said in a statement. “We built the infrastructure, expanding our team beyond brand and design to include supply chain, logistics, go-to-market and customer service.”
A few of Pattern Brands’ portfolio companies are GIR, a modern kitchen accessories brand, and Poketo, a stationery and home goods business.
As it grows its portfolio, Pattern Brands’ main focus is acquiring and scaling home and lifestyle brands. Pattern Brands only acquires companies with a presence on Shopify, according to its website.
