Consumer-focused private equity firm
Forward Consumer Partners
- HeadquartersGreenwich, CT S2
- Founded2023 S1
- Websiteforwardconsumerpartners.com
- Last verifiedOctober 29, 2026
At a glance
| Assets under management | $925M (as of Oct 2026) S5 |
|---|---|
| Latest fund | Forward Fund II, $500M (March 2026) S4 |
| Revenue range | $25M to $250M S1 |
| Deal types | Platform S4 |
| Sectors | Consumer & Food |
What Forward Consumer Partners buys
Forward Consumer Partners is a Greenwich, Connecticut private equity firm, started in 2023, that invests only in consumer brands. It looks for established, growing brands with loyal repeat buyers, and its website gives a range of roughly $25 million to $250 million or more of company revenue. Its priority categories are food and beverage, personal care, consumer health, beverage alcohol, household products, pet products, apparel and accessories, and enthusiast products. The firm manages $925 million of committed capital, including a $500 million second fund that closed in a single round in March 2026.
Forward usually takes a majority stake, keeps a small and focused portfolio, and often brings in a seasoned consumer executive as chief executive at closing. Sellers have included founders and families, such as the SerVaas family behind Bar Keeper's Friend, and large food and household companies, such as Hormel with Justin's and Unilever with Welly. A smaller Fast Forward strategy backs newer brands built on a particular advantage, such as a well-known restaurant name or a proven founder, as with Via Carota Craft Cocktails and PAPATUI.
Recent deals
Announced in the 24 months before October 29, 2026.
| Date | Company | Type | Sector | Source |
|---|---|---|---|---|
| Oct 2026 | WellyAgreement to buy the first aid and bandage brand from Unilever, its first consumer health deal; closing expected by the end of 2026 | Platform | Consumer & Food | Source |
| Mar 2026 | Forward Fund IISecond fund closed at its $500 million hard cap in a single close | Fund close | Source | |
| Dec 2025 | Justin'sNut butter brand set up as a standalone company owned 51 percent by Forward and 49 percent by Hormel Foods | Platform | Consumer & Food | Source |
| Mar 2025 | Bar Keeper's FriendHousehold cleaning brand bought from SerVaas Laboratories; existing shareholders kept a significant minority stake | Platform | Consumer & Food | Source |
Portfolio by sector
From the firm's portfolio page S2.
Fast Forward
- PAPATUI
- Via Carota Craft Cocktails
Forward
- Bar Keeper's Friend
- Firehook
- Justin's
- Kodiak
- Xochitl
Greymont’s take
How Forward Consumer Partners fits a seller
Forward fits owners of an established consumer brand, usually sold through retail and backed by years of steady growth, who want a buyer that specializes in brand building and is open to keeping them as partners. Founders and families have kept real stakes: Firehook's founder and the Bar Keeper's Friend shareholders kept significant minority positions, and Xochitl's founder kept half of his company in May 2024. Forward also named new chief executives at Firehook and Bar Keeper's Friend when those deals closed, so an owner who wants to keep running the business should raise that early.
Its range starts at about $25 million of revenue, so most smaller brands fall below its main strategy unless they suit Fast Forward. Owners should ask whether a deal would come from the main fund or Fast Forward, and what leadership changes Forward expects at closing.
Questions owners ask
What size consumer brand does Forward Consumer Partners buy?
Its website says it invests in companies with roughly $25 million to $250 million or more of revenue. Its March 2026 Fund II announcement describes majority equity investments of $25 million to $250 million, with a co-investor network for larger deals.
Does the founder keep a stake after selling to Forward?
Often. Firehook's founder and the existing Bar Keeper's Friend shareholders kept significant minority stakes, and Xochitl's founder kept a 50 percent interest when Forward bought the other half of the company in May 2024.
Does Forward buy brands from large corporations?
Yes. In December 2025 it completed a deal that made Justin's a standalone company owned 51 percent by Forward and 49 percent by Hormel Foods, and in October 2026 it agreed to buy the Welly first aid brand from Unilever.
Which consumer categories does Forward focus on?
Its priority sectors are food and beverage, personal care, consumer health, beverage alcohol, household products, pet products, apparel and accessories, and enthusiast products. The October 2026 Welly agreement is its first consumer health investment.
Sources
- S1Forward Consumer Partners home page (about, strategy, criteria, target sectors) Accessed October 29, 2026
- S2Forward Consumer Partners: Brands (Forward and Fast Forward; Greenwich office address) Accessed October 29, 2026
- S3Forward Consumer Partners: News Accessed October 29, 2026
- S4Forward Consumer Partners Closes Fund II at $500 Million Hard Cap (March 2026) Accessed October 29, 2026
- S5Forward Consumer Partners to Acquire Welly (October 19, 2026) Accessed October 29, 2026
- S6Forward Acquires Bar Keeper's Friend (March 19, 2025) Accessed October 29, 2026
- S7Hormel Foods and Forward Complete Transaction to Establish Justin's as a Standalone Company (December 15, 2025) Accessed October 29, 2026
- S8Forward Announces Partnership with Xochitl (May 21, 2024) Accessed October 29, 2026
- S9Forward Consumer Partners Acquires Firehook Bakery (April 2024) Accessed October 29, 2026
Compiled by Greymont Advisors from public sources, including the firm’s own website and press releases. Greymont is not affiliated with Forward Consumer Partners. Figures are as reported on the dates shown and may have changed. Request a correction