# VMG Partners

> VMG Partners is a VC fund in San Francisco backing Software and E-Commerce. See 66 investments, check sizes, portfolio and contact details. Updated Aug 2026.

- Type: VC Fund
- Location: San Francisco, United States
- Total investments: 66
- Last investment: Jun 2026
- Lead investor: 65%
- Fund size: $400M
- Last fund: Aug 2022
- Last updated: Aug 2026
- LinkedIn: https://www.linkedin.com/company/vmg-partners
- X (Twitter): https://twitter.com/vmg_partners
- Website: https://catalyst.vmgpartners.com/
- Facebook: https://www.facebook.com/VMG-Partners-100389501345297/

VMG Partners is a private equity investment firm with an exclusive focus on acquiring highly branded consumer products companies in the lower middle market. The firm's defined set of attractive target industries include lifestyle, wellness, food/beverage, personal care, pet, and leisure. The firm is led by a seasoned group of partners whohave worked together over many years and whose complementary operating, marketing, and investing skills help to source proprietary transactions and enhance the value of the brands they acquire. The firm currently has $325 million of committed equity capital. VMG Partners is headquartered in San Francisco and Los Angeles.

## Contacts

5 contacts available for VMG Partners. Shizune tracks 10 team members at VMG Partners. Sign up free to unlock them: https://app.shizune.co/sign-up/investor-profiles/find-team-emails/vmg-partners?utm_source=investor_profile

## Investment focus

### Industry

| Industry | Investments | Share |
| --- | --- | --- |
| Software | 14 | 21% |
| E-Commerce | 14 | 21% |
| Food and Beverage | 8 | 12% |
| Health Care | 7 | 11% |
| Artificial Intelligence | 6 | 9% |

84 industries tracked in total.

### Stage

| Stage | Investments | Share |
| --- | --- | --- |
| Series B | 19 | 29% |
| Series A | 15 | 23% |
| Private Equity | 7 | 11% |
| Funding Round | 5 | 8% |
| Series C | 4 | 6% |

9 stages tracked in total.

### Country

| Country | Investments | Share |
| --- | --- | --- |
| United States | 42 | 64% |
| China | 1 | 2% |
| Brazil | 1 | 2% |
| Canada | 1 | 2% |
| Australia | 1 | 2% |

6 countries tracked in total.

## Team

| Name | Title | Investments | Profile |
| --- | --- | --- | --- |
| Brooke Kiley | Partner | 2 | https://shizune.co/investors/profile/brooke-kiley |
| Carle Stenmark | General Partner | 10 | https://shizune.co/investors/profile/carle-stenmark |
| Jonathan Marshall | Vice President | 2 | https://shizune.co/investors/profile/jonathan-marshall-2 |
| Kara Roell | Co-Founder and Managing Director | 2 | https://shizune.co/investors/profile/kara-roel |
| Kevin McKeand | Limited Partner and Commerce Council Member - Fund II - VMG Catalyst | 4 | https://shizune.co/investors/profile/kevin-mckeand |

## Investments

| Company | Description | Amount | Stage | Date | Website |
| --- | --- | --- | --- | --- | --- |
| Gradial | Marketing & sales ops at the speed of thought | $65M | Series C | Jun 17, 2026 |  |
| Stars + Honey | Stars + Honey's collagen-based protein bars is to offer a simple and healthful snack choice. | $24M | Series A | Jun 09, 2026 |  |
| Scotch | From neighborhood stores to destination warehouses, liquor retailers of all sizes have been held back by manual tasks, slow systems and limited business intelligence. So we decided to build something better — smarter software that saves time and improves margins so independent retailers could focus on their customers, not manually managinginventory. | $20M | Series A | Jun 04, 2026 |  |
| Brami | Brami is a producer and retailer of plant-based, Mediterranean-inspired snacks. The company's products include corn snacks in different flavors such as chia, almonds, quinoa, peanuts, chickpeas, lentils, soybeans, and lupini. The company claims that their products are vegan, gluten-free, soy-free, and non-GMO. | $33M | Series B | May 19, 2026 |  |
| The Doux | The Doux is a manufacturer and seller of hair care and styling products. |  | Private Equity | Apr 08, 2026 |  |
| Vacation | Excessively good sunscreen |  | Private Equity | Mar 30, 2026 |  |
| Gradial | Marketing & sales ops at the speed of thought | $35M | Series B | Dec 03, 2025 |  |
| Scenthound | Scenthound offers wellness-focused grooming services to keep dogs clean, healthy, and ready for snuggles. |  | Private Equity | Oct 06, 2025 |  |
| Lyric | Lyric provides data-driven solutions to optimize supply chain operations, utilizing algorithms and advanced analytics to improve inventory management, transportation logistics, and overall efficiency for organizations in various sectors. The company offers tools that enable sales teams to access critical market insights, forecast demand accurately,and streamline procurement processes. Additionally, Lyric integrates machine learning to analyze patterns and trends, helping clients make informed decisions regarding resource allocation and risk management. Through its innovative approach, Lyric aims to support businesses in achieving operational excellence and enhancing their competitive edge in the marketplace. | $43.5M | Series B | Aug 05, 2025 |  |
| Boulevard | Boulevard is the premier salon and spa management platform designed to streamline operations, increase sales, and delight customers. Developed in collaboration with industry-leading owners and operators, the company’s all-in-one platform includes client self-scheduling, CRM, marketing, custom reporting, and integrated payment processing. Boulevarddelivers an intuitive, modern SaaS solution to an industry traditionally underserved by technology, helping them unlock their full potential. Boulevard is based in Los Angeles and was founded in 2016 by Matt Danna and Sean Stavropoulos. | $80M | Series D | Jul 17, 2025 |  |

10 of 66 investments shown.

## Co-investors
- [Insight Partners](https://shizune.co/investors/profile/insight-partners) — VC Fund, 6 deals together
- [Index Ventures](https://shizune.co/investors/profile/index-ventures) — VC Fund, 5 deals together
- [Bonfire Ventures](https://shizune.co/investors/profile/bonfire-ventures) — VC Fund, 4 deals together
- [Accel](https://shizune.co/investors/profile/accel) — VC Fund, 3 deals together
- [Initialized Capital](https://shizune.co/investors/profile/initialized-capital) — VC Fund, 3 deals together
- [Okapi Venture Capital](https://shizune.co/investors/profile/okapi-venture-capital) — VC Fund, 3 deals together

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## FAQ

### What does VMG Partners invest in?

VMG Partners invests primarily in Software, E-Commerce and Food and Beverage startups, most often at Series B and Series A stage. Most of the 66 investments tracked by Shizune back companies in United States. The Investment Focus section breaks down every industry, stage and country in the portfolio.

### How do I contact VMG Partners?

Public channels for VMG Partners include LinkedIn, X (Twitter) and the website linked on this profile. For a verified work email and phone number, create a free Shizune account — contact data is searched across 20+ sources and validated before delivery, so your outreach lands in the right inbox.

### Who are the partners at VMG Partners?

The team at VMG Partners includes Brooke Kiley (Partner), Carle Stenmark (General Partner) and Jonathan Marshall (Vice President), among 10 team members tracked by Shizune. The Team section lists each member with their title, investment count and links.

### Is Shizune's investor data accurate?

Yes — every stat on this profile is calculated from confirmed public funding rounds monitored across hundreds of sources since 2020. This profile was last refreshed in Aug 2026 and is updated monthly. Spotted something off? Use the “Suggest an edit” link near the top of the page.

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