Greycroft

Greycroft is a venture capital firm established in 2006, specializing in investments in technology start-ups within the Internet and mobile markets. With offices in New York and Los Angeles, the firm is strategically positioned to support entrepreneurs by leveraging its extensive network in the media and technology sectors. Greycroft manages over $1 billion in assets and has made more than 200 investments in notable companies across various sectors, including consumer products, financial technology, healthcare, and enterprise software. The firm focuses on capital-efficient businesses, particularly in early-stage financing, and aims to foster visibility and strategic relationships for its portfolio companies. Greycroft is recognized for its commitment to diversity in investment practices.

William Agathis

Investor

Brentt Baltimore

Principal

Nick Crance

Principal

Conor Deveney

Principal

Stewart Easterby

Operating Partner

John Elton

Partner

Livi Grant

Investor

Sharla Grass

Principal

Alaina Hartley

Principal

Jen Hilibrand

Investor

Armin Kohan

Investor

Thabet Mahayni

Investor

Tyler Olkowski

Investor

Alan Patricof

Co-Founder

Shafayet Patwari

Investor

Dylan Pearce

Partner

Massimo Pennisi

Principal

Carley Phillips

Investor

Peter Saperstone

Partner

Ali Schleider

Senior Associate

Ali Schleider

Investor

Dana Settle

Co-Founder and Managing Partner

Ian Sigalow

Co-Founder and Managing Partner

Bryan Subijano

Investor and Principal

Mark Terbeek

Partner

Jessica Vodofsky

Investor

Marcie Vu

Partner

Ellie Wheeler

Partner

Past deals in Retail

Fetch

Series E in 2022
Fetch Rewards, LLC operates a mobile application that enables users to scan their grocery receipts from various retail outlets, including grocery, convenience, drug, liquor, and club stores. Founded in 2012 and based in Madison, Wisconsin, the platform allows users to accumulate points through their purchases, which can then be redeemed for gift cards to various retailers. The app simplifies the savings process for consumers while offering brand partners valuable insights into shopping behaviors and the ability to reward customer loyalty effectively. Fetch Rewards aims to enhance the shopping experience by making it easy to save on everyday purchases.

Loyal Guru

Series A in 2022
Loyal Guru is a Barcelona-based company that specializes in developing an end-to-end loyalty marketing platform primarily for the food retail sector. Founded in 2015, the company leverages artificial intelligence to analyze consumer behavior in real-time, allowing retail clients to execute hyper-segmented campaigns, offers, and promotions across both online and offline channels. Loyal Guru's platform helps supermarkets and grocers enhance customer interaction by utilizing consumer data and analytics to improve category penetration, migration, affinity, and overall loyalty. Additionally, the company provides solutions for customer acquisition, supplier engagement, and customer development, catering to the needs of cash and carry businesses as well as supermarkets.

Daki

Series B in 2021
Operator of a grocery delivery application platform intended to offer multi-category grocery supplies to customers. The company's platform acts as a digital supermarket to offer day-to-day necessities and also provides home delivery services, enabling users to easily order from their homes via a mobile application.

Elevate

Series A in 2021
Elevate Research provides a marketing and customer relationship management platform aimed at helping restaurants and retailers increase their revenue through informed marketing strategies. The platform facilitates the collection of customer feedback by surveying individuals who have recently dined or shopped at participating establishments. By consolidating customer data and marketing tools, Elevate Research enables businesses in the hospitality sector to better understand their clientele, track customer profiles, and implement targeted marketing initiatives. This approach allows restaurants and retailers to enhance their marketing efforts and drive growth within a specified timeframe.

fabric

Series B in 2021
Fabric is a cloud-based e-commerce development platform that enables businesses to create tailored online shopping experiences for both direct-to-consumer and B2B markets. Founded in 2017 and headquartered in Bellevue, Washington, with additional offices in Vancouver and Bengaluru, the company offers a range of services, including an infrastructure platform for software as a service, personalized digital content, product information management, and multi-channel order management. With its open and modular design, Fabric allows brands to implement solutions quickly, enhancing performance and supporting growth while replacing outdated legacy systems. Notable clients such as BuildDirect, ABC Home & Carpet, GNC, and Universal Lacrosse rely on Fabric for its intuitive applications that cater to retail buyers, planners, and marketers.

Daki

Venture Round in 2021
Operator of a grocery delivery application platform intended to offer multi-category grocery supplies to customers. The company's platform acts as a digital supermarket to offer day-to-day necessities and also provides home delivery services, enabling users to easily order from their homes via a mobile application.

JOKR

Series A in 2021
JOKR is a grocery and delivery platform that provides hyper-local product delivery services. The company offers customers delivery of an assortment of grocery and retail items to their doorstep in less than 15 minutes. It aims to democratize retail by bringing together global suppliers' all-time favorite products and local brands to support the small businesses in every neighborhood while minimizing waste. JOKR currently operates hubs in cities including New York, São Paolo, Mexico City, Bogota, Lima, Warsaw, and Vienna. It was headquartered in New York, New York in 2021.

Fetch

Series D in 2021
Fetch Rewards, LLC operates a mobile application that enables users to scan their grocery receipts from various retail outlets, including grocery, convenience, drug, liquor, and club stores. Founded in 2012 and based in Madison, Wisconsin, the platform allows users to accumulate points through their purchases, which can then be redeemed for gift cards to various retailers. The app simplifies the savings process for consumers while offering brand partners valuable insights into shopping behaviors and the ability to reward customer loyalty effectively. Fetch Rewards aims to enhance the shopping experience by making it easy to save on everyday purchases.

Fetch

Series D in 2021
Fetch Rewards, LLC operates a mobile application that enables users to scan their grocery receipts from various retail outlets, including grocery, convenience, drug, liquor, and club stores. Founded in 2012 and based in Madison, Wisconsin, the platform allows users to accumulate points through their purchases, which can then be redeemed for gift cards to various retailers. The app simplifies the savings process for consumers while offering brand partners valuable insights into shopping behaviors and the ability to reward customer loyalty effectively. Fetch Rewards aims to enhance the shopping experience by making it easy to save on everyday purchases.

Mercato

Venture Round in 2021
Mercato, Inc. operates an online grocery marketplace that connects merchants, artisans, and purveyors with customers to buy food. The company’s marketplace allows customers to order food from merchant’s inventory and have their groceries delivered. It offers its services in Brooklyn and Manhattan. Mercato, Inc. was formerly known as Grocery Marketplace Inc. The company was founded in 2015 and is based in San Diego, California.

Loyal Guru

Venture Round in 2020
Loyal Guru is a Barcelona-based company that specializes in developing an end-to-end loyalty marketing platform primarily for the food retail sector. Founded in 2015, the company leverages artificial intelligence to analyze consumer behavior in real-time, allowing retail clients to execute hyper-segmented campaigns, offers, and promotions across both online and offline channels. Loyal Guru's platform helps supermarkets and grocers enhance customer interaction by utilizing consumer data and analytics to improve category penetration, migration, affinity, and overall loyalty. Additionally, the company provides solutions for customer acquisition, supplier engagement, and customer development, catering to the needs of cash and carry businesses as well as supermarkets.

Nok

Seed Round in 2019
Nok offers a sustainable solution for brands to provide consumers with in-home product tryouts, featuring a delivery service within two hours and no upfront costs. Users can easily purchase or return products through their Nok accounts, facilitating a seamless experience. The service is environmentally friendly and offers partner brands several advantages, such as the ability to attract consumers to try their products before competitors, gather insights into customer perceptions, and optimize marketing strategies with valuable data. Additionally, Nok operates a circular system focused on reverse logistics and multi-channel resale, allowing brands to manage returns effectively and convert them into new revenue streams while maintaining supply chain integrity. This multifaceted approach enhances customer interaction and reduces traditional purchasing barriers, ultimately driving sales and fostering brand loyalty.

Fetch

Venture Round in 2019
Fetch Rewards, LLC operates a mobile application that enables users to scan their grocery receipts from various retail outlets, including grocery, convenience, drug, liquor, and club stores. Founded in 2012 and based in Madison, Wisconsin, the platform allows users to accumulate points through their purchases, which can then be redeemed for gift cards to various retailers. The app simplifies the savings process for consumers while offering brand partners valuable insights into shopping behaviors and the ability to reward customer loyalty effectively. Fetch Rewards aims to enhance the shopping experience by making it easy to save on everyday purchases.

Mercato

Seed Round in 2019
Mercato, Inc. operates an online grocery marketplace that connects merchants, artisans, and purveyors with customers to buy food. The company’s marketplace allows customers to order food from merchant’s inventory and have their groceries delivered. It offers its services in Brooklyn and Manhattan. Mercato, Inc. was formerly known as Grocery Marketplace Inc. The company was founded in 2015 and is based in San Diego, California.

BZR

Seed Round in 2019
BZR is a destination for consumers to discover their new favorite products online.

The RealReal

Series H in 2019
The RealReal, Inc. operates an online marketplace for consigned luxury goods. It offers various resale product categories, including women’s, men’s, kids’, jewelry, and watches, as well as home and art products. The company was founded in 2011 and is headquartered in San Francisco, California.

Fetch

Series A in 2018
Fetch Rewards, LLC operates a mobile application that enables users to scan their grocery receipts from various retail outlets, including grocery, convenience, drug, liquor, and club stores. Founded in 2012 and based in Madison, Wisconsin, the platform allows users to accumulate points through their purchases, which can then be redeemed for gift cards to various retailers. The app simplifies the savings process for consumers while offering brand partners valuable insights into shopping behaviors and the ability to reward customer loyalty effectively. Fetch Rewards aims to enhance the shopping experience by making it easy to save on everyday purchases.

Custora

Series B in 2018
Custora is the leader in advanced customer analytics for the retail industry. Our Customer Intelligence Platform empowers marketing leaders with the insightful guidance they need to deliver results today while maximizing profitable growth over the long term. The Custora platform assembles a clear view of each customer, uses predictive analytics to identify the most important customer segments and journeys, and provides prescriptive recommendations to grow customer lifetime value – all in a way that recognizes the constraints that marketing leadership faces on a daily basis.

The RealReal

Series G in 2018
The RealReal, Inc. operates an online marketplace for consigned luxury goods. It offers various resale product categories, including women’s, men’s, kids’, jewelry, and watches, as well as home and art products. The company was founded in 2011 and is headquartered in San Francisco, California.

BlueCart

Series B in 2018
BlueCart is a web and mobile platform built to streamline and modernize the wholesale procurement process for buyers and sellers. It offers online and mobile ordering to new and existing customers while boosting sales with the BlueCart marketplace tools. BlueCart was formerly known as Improvonia and is launched in July 2014.

TRAY

Seed Round in 2017
TRAY® is a complete point of sale system for the enterprise that specializes in self-service ordering. We’re changing the way people order and pay in hospitality venues such as entertainment centers, hotels, restaurants, and more. As a growing number of companies seek to introduce self-service into their operations to improve their customer experience and reduce operating costs, TRAY is the only enterprise-class system that offers a full turnkey solution, as well as a platform solution that can integrate with existing legacy point of sale systems, including Micros and Infogenesis. Unlike other POS companies, TRAY was built with self-service at its core, not an afterthought. TRAY uses a modern, cloud-based backend combined with inexpensive Android terminals. Thanks to our scalable, PCI Level-1 compliant architecture, our solution is flexible, scalable, secure, and low-cost, and we have already won engagements with major global brands, including hotel groups, quick serve chains and entertainment chains.

Fresh Nation

Convertible Note in 2017
Fresh Nation is an enterprise-level B2B wholesale marketplace and management platform for the retail grocery industry, operationalizing local and specialty food assortments for the nation’s largest retailers and distributors. Fresh Nation’s proprietary Virtual Supply Chain™ platform simplifies the complexity of working with thousands of small vendors, saving time and cutting costs. Incorporating a vendor and product rich CRM, interactive supplier portal, order management suite, accounting and invoicing tools, and flexible EDI/API integrations, Fresh Nation is becoming the grocery industry standard for enterprise specialty food management.

The RealReal

Series E in 2016
The RealReal, Inc. operates an online marketplace for consigned luxury goods. It offers various resale product categories, including women’s, men’s, kids’, jewelry, and watches, as well as home and art products. The company was founded in 2011 and is headquartered in San Francisco, California.

The RealReal

Series D in 2015
The RealReal, Inc. operates an online marketplace for consigned luxury goods. It offers various resale product categories, including women’s, men’s, kids’, jewelry, and watches, as well as home and art products. The company was founded in 2011 and is headquartered in San Francisco, California.

Custora

Series A in 2015
Custora is the leader in advanced customer analytics for the retail industry. Our Customer Intelligence Platform empowers marketing leaders with the insightful guidance they need to deliver results today while maximizing profitable growth over the long term. The Custora platform assembles a clear view of each customer, uses predictive analytics to identify the most important customer segments and journeys, and provides prescriptive recommendations to grow customer lifetime value – all in a way that recognizes the constraints that marketing leadership faces on a daily basis.

Boxed

Series B in 2015
Founded in 2013, Boxed has taken the best elements of the wholesale shopping experience and folded it into one innovative, cutting edge mobile app that allows consumers direct-to-their-door access to all of their favorite warehouse club products, without membership fees. Boxed brings convenience and savings to on-the-go consumers who don’t have the time, means or patience to shop at a brick and mortar big box club. The elegantly designed iPhone and Android app offers bulk-sized goods at pint-sized prices, and is completely free to download and use. Boxed does all the heavy lifting, delivering a rich array of wholesale items directly to doorsteps across the continental United States in two days or less. The brand’s innovative discovery-based design recreates the fun of the treasure hunt experience with a curated selection of everyday essentials that consumers love including household staples, health and beauty supplies, office pantry and grocery items, and a wide variety of organic and green products.

Boxed

Series A in 2014
Founded in 2013, Boxed has taken the best elements of the wholesale shopping experience and folded it into one innovative, cutting edge mobile app that allows consumers direct-to-their-door access to all of their favorite warehouse club products, without membership fees. Boxed brings convenience and savings to on-the-go consumers who don’t have the time, means or patience to shop at a brick and mortar big box club. The elegantly designed iPhone and Android app offers bulk-sized goods at pint-sized prices, and is completely free to download and use. Boxed does all the heavy lifting, delivering a rich array of wholesale items directly to doorsteps across the continental United States in two days or less. The brand’s innovative discovery-based design recreates the fun of the treasure hunt experience with a curated selection of everyday essentials that consumers love including household staples, health and beauty supplies, office pantry and grocery items, and a wide variety of organic and green products.

The RealReal

Series C in 2014
The RealReal, Inc. operates an online marketplace for consigned luxury goods. It offers various resale product categories, including women’s, men’s, kids’, jewelry, and watches, as well as home and art products. The company was founded in 2011 and is headquartered in San Francisco, California.

Nomi

Series A in 2013
Nomi's Marketing Platform helps businesses optimize their brick and mortar stores just like their website.

Merchantry

Series B in 2013
Merchantry is a technology company that enables retailers and media organizations to establish and enhance their eCommerce platforms through online marketplaces. By offering a cloud-based infrastructure, the company provides automation and integration services that streamline operations for suppliers and merchants. Their solutions facilitate the real-time exchange of product and order information, helping businesses avoid integration challenges and automate channel management tasks. Merchantry's focus on multichannel capabilities allows merchants to transform into comprehensive online commerce platforms, thereby empowering them to scale their marketplace operations effectively.

The RealReal

Series B in 2013
The RealReal, Inc. operates an online marketplace for consigned luxury goods. It offers various resale product categories, including women’s, men’s, kids’, jewelry, and watches, as well as home and art products. The company was founded in 2011 and is headquartered in San Francisco, California.

Nomi

Seed Round in 2013
Nomi's Marketing Platform helps businesses optimize their brick and mortar stores just like their website.

The RealReal

Series A in 2012
The RealReal, Inc. operates an online marketplace for consigned luxury goods. It offers various resale product categories, including women’s, men’s, kids’, jewelry, and watches, as well as home and art products. The company was founded in 2011 and is headquartered in San Francisco, California.

Merchantry

Series A in 2010
Merchantry is a technology company that enables retailers and media organizations to establish and enhance their eCommerce platforms through online marketplaces. By offering a cloud-based infrastructure, the company provides automation and integration services that streamline operations for suppliers and merchants. Their solutions facilitate the real-time exchange of product and order information, helping businesses avoid integration challenges and automate channel management tasks. Merchantry's focus on multichannel capabilities allows merchants to transform into comprehensive online commerce platforms, thereby empowering them to scale their marketplace operations effectively.
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