We invest in companies who bring joy, meaning and happiness to people – at scale. If you’re building something that people feel, we’ll probably get it before others do.
We are not a VC fund, but part of a family office. But to be clear: this doesn’t imply philanthropy – rather that we invest with long-term conviction. We're not bound by fund cycles, exit timelines, or herd mentality.
We don’t overpromise. We don’t tell you how to run your business. What we offer is a partnership built on honesty and ambition.
We only invest early – without obsessing over stage labels or artificial milestones.
We focus exclusively on consumer-centric businesses.
We invest up to €1M initially and aim to back over time.
We invest in iconic, lasting consumer companies – brands that bring joy, identity, and meaning to people at scale. If you’re building something that people feel, we’ll probably get it before others do.
We are not a VC fund, but part of a family office. But to be clear: this doesn’t imply philanthropy – rather that we invest with long-term conviction. We're not bound by fund cycles, exit timelines, or herd mentality.
We don’t overpromise. We don’t tell you how to run your business. What we offer is a partnership built on honesty and ambition.
We are the venture arm of Harmar – a private, family-owned investment company based in Stockholm, Sweden.
