May 12, 2021

Miroma Ventures to Invest $100M in Growth Stage Consumer Brands and Media Platforms

Venture partners include founder of Refinery29, former CEO of Hilton, former CMO of Daily Harvest, former SVP at LVMH and SR Director at Nike, and global founder of SBTV.

Miroma Ventures, led by the entrepreneurial mastermind behind countless media acquisitions, announce their commitment to invest $100M in capital and marketing services over the next few years in the next generation of leading consumer brands and media platforms doing good for the greatest number of people.

Seeded by serial investor and CEO of The Miroma Group Marc Boyan, Miroma Ventures will focus on purpose‐driven investing at the Seed or Series A stage partnering with underrepresented talent and challenger brands. The team includes a deep bench of venture partners and operating advisors including Sir David Michels (Chairman of Miroma Ventures), Kelly McCarthy (former SVP at LVMH and GM/Sr Director at Nike), Justin Stefano (Co‐Founder and Former CEO at Refinery29), Patrick Yee (former CMO of Daily Harvest) and Jamal Edwards MBE (founder of SBTV).

Acting as a strategic co‐investor, Miroma Ventures brings both capital and a full suite of marketing services to the table—tailoring the offering to suit the stage of business and make the most impact for their partner companies. As an equity partner with skin in the game, Miroma Ventures applies a proven playbook to accelerate growth through every stage of a company’s life cycle and build brands on enduring principles to grow across generations.

“If you want real customer engagement, you need less reliance on performance marketing and more focus on building a brand through quality content, sponsorships, and experiences. Founders are investing in Google and Facebook Ads and thinking more about how to create and build authentic brands for today’s consumer,” said Boyan. “We want to back the most successful entrepreneurs who are building companies to serve a purpose greater than themselves—who actually want to help people.”

To date, Miroma Ventures has invested in more than 50 media and consumer businesses globally. Boyan’s track record includes investments in ClassPass, Cedar, Pinterest, SBTV, Minute Media, Simba, MikMak, Who What Wear, and more. This fund is focused on bringing industry‐leading marketing expertise to investee companies, driving revenue growth, while providing support around all aspects of a company’s marketing and branding strategy.

Will Schmitt joins Miroma Ventures as Head of Venture Strategy from Trail Post Ventures, a growth equity firm specializing in early‐stage consumer investments, including Nutpods, Naadam, Rumpl, and Juneshine. Prior to Trail Post, Will was a Principal at Beechwood Capital where he was actively involved in sourcing, due diligence, and execution of new investment opportunities as well as management of portfolio companies including Banza, Once Upon a Farm, Foodstirs, Revive Kombucha, and Tatcha.

“I transitioned from the traditional venture capital world to lead investing at Miroma because capital is a commodity at the venture stage. What founders really need are strategic partners that bring more than traditional capital to the table. With our investment of capital and marketing services in exchange for equity, we align with exceptional leaders and disruptive companies, bringing our marketing growth solutions and intellectual curiosity to manifest real change,” said Schmitt.

The Miroma Group, the parent company of Miroma Ventures, is a bespoke collective of creative and marketing agencies sitting on a platform uniquely placed to unlock value and drive growth for clients. From working with established industry veterans and emerging brands alike, its portfolio consists of 230 + partner agencies and clients including leading brands such as Adidas, Amazon Audible, Disney, L’Oreal, Ebay, Farfetch and Heineken. Among the agencies under The Miroma Group umbrella includes the influencer agency for Spotify, the media buyer for Masterclass, and the experiential team for Beats and Adidas.

Investments made by the new venture arm will have full access to The Miroma Group’s already established global footprint in Amsterdam, London, Madrid, Sydney, Rome, and Toronto.

For more information, please visit miromaventures.com.