Lower middle market private equity firm focused on the consumer value chain
San Francisco Equity Partners
- HeadquartersSan Francisco, CA S1
- Websitesfequitypartners.com
- Last verifiedNovember 5, 2026
At a glance
| EBITDA range | $3M to $15M S1 |
|---|---|
| Revenue range | $15M to $100M S1 |
| Check size | $15M to $40M S1 |
| Deal types | Platform, Add-on, Minority S1 |
| Sectors | Consumer & Food, Industrial & Manufacturing |
What San Francisco Equity Partners buys
San Francisco Equity Partners (SFEP) invests in lower middle market companies across the consumer value chain. That covers brands as well as the businesses behind them: private label, contract manufacturing, sales and marketing services, packaging and labeling, and distribution and logistics. Its categories are beauty and personal care, food and beverage, health and wellness, household, outdoor and recreation, and pet care. Its stated targets are revenue of $15 million to $100 million or more, EBITDA of $3 million to $15 million or more, and equity checks of $15 million to $40 million or more.
SFEP takes control or significant minority positions and works closely with management. Its current companies include BruMate, Jane Iredale, Rustic Bakery, SV Labs, Formula Corp, Xceed Foodservice Group and Agility Retail Group. Its dated recent deals are all add-ons at Agility Retail, which has made five purchases under SFEP. A smaller retail fixture maker or regional foodservice broker is most likely to meet SFEP through one of those two platforms.
Recent deals
Announced in the 24 months before November 5, 2026.
| Date | Company | Type | Sector | Source |
|---|---|---|---|---|
| Jun 2026 | The Marco CompanyFort Worth maker of grocery fixtures and displays added to Agility Retail Group, its fifth deal under SFEP | Add-on | Industrial & Manufacturing | Source |
| Aug 2025 | Infinity Retail ServicesWisconsin maker of retail fixtures for the telecom channel added to Agility Retail Group; the founders kept significant equity | Add-on | Industrial & Manufacturing | Source |
| Jan 2025 | Moon InternationalSouthern California store decor company added to Agility Retail Group | Add-on | Industrial & Manufacturing | Source |
Portfolio by sector
From the firm's portfolio page S1.
Current Investments
- Agility Retail Group
- BruMate
- Formula Corp
- Jane Iredale
- Rustic Bakery
- SV Labs
- Xceed Foodservice Group
Past investments: Brazi Bites, ICU Eyewear, Japonesque, Method, Red Monkey Foods, Yes To
Greymont’s take
How San Francisco Equity Partners fits a seller
SFEP suits consumer brand founders, and owners of companies that serve those brands such as contract manufacturers, who want an investor closely involved with management. Because it takes control or a significant minority stake, an owner who wants to keep a majority can raise that early.
Owners have stayed invested in its deals. In the Infinity Retail Services add-on, the founders kept significant equity and the management team stayed in place. At Xceed, its foodservice brokerage platform, each partner firm was set to keep its name and management team.
Its recent dated deals are add-ons for an existing platform rather than new brand purchases, so a brand owner should ask when SFEP last bought a consumer brand and whether a new platform is on its list. An owner rolling equity should also ask how long SFEP expects to hold, since the firm lists six realized investments.
Questions owners ask
What size company does San Francisco Equity Partners look for?
Its site lists revenue of $15 million to $100 million or more, EBITDA of $3 million to $15 million or more, and equity investments of $15 million to $40 million or more.
Does SFEP only buy consumer brands?
No. It also invests in companies that serve brands, including contract manufacturers, private label makers, packaging, sales and marketing services, and distribution. Agility Retail Group, SV Labs, Formula Corp and Xceed Foodservice Group are examples.
Will SFEP take a minority stake?
Yes. Its criteria cover control investments and significant minority investments, so an owner does not have to sell a majority of the company to work with the firm.
Do founders keep equity when they sell to an SFEP company?
They can. When Agility Retail Group bought Infinity Retail Services in August 2025, the founders retained significant equity ownership and the management team stayed on to run the business.
Sources
- S1San Francisco Equity Partners home page (criteria, partner companies, team, contact) Accessed November 5, 2026
- S2Agility Retail Group Bolsters Operations with Acquisition of The Marco Company (June 1, 2026) Accessed November 5, 2026
- S3Agility Retail Group Expands Domestic Manufacturing Capabilities with Acquisition of Infinity Retail Services (August 14, 2025) Accessed November 5, 2026
- S4Agility Retail Group Expands Coast-to-Coast Decor Operations with Acquisition of Moon International (January 22, 2025) Accessed November 5, 2026
- S5BGL Announces the Formation of Xceed Foodservice Group by San Francisco Equity Partners (July 2, 2024) Accessed November 5, 2026
- S6DGS Retail Acquires SMS Display and Announces Formation of Agility Retail Group (October 8, 2024) Accessed November 5, 2026
- S7SV Labs home page and press room Accessed November 5, 2026
- S8Xceed Foodservice Group home page and partner list Accessed November 5, 2026
Compiled by Greymont Advisors from public sources, including the firm’s own website and press releases. Greymont is not affiliated with San Francisco Equity Partners. Figures are as reported on the dates shown and may have changed. Request a correction