What stage does Sonoma Brands Capital invest at?

Sonoma Brands Capital invests at the Growth, Late Stage stages.

What is Sonoma Brands Capital's typical check size?

Sonoma Brands Capital typically writes checks of $5M – $30M.

What sectors does Sonoma Brands Capital focus on?

Sonoma Brands Capital focuses on Consumer, Direct to Consumer, E-commerce, FoodTech, Wellness & Fitness.

Where is Sonoma Brands Capital located?

Sonoma Brands Capital is headquartered in Sonoma, US.

Does Sonoma Brands Capital lead rounds?

Yes, Sonoma Brands Capital leads investment rounds.

Sonoma Brands Capital

Private equity

Sonoma · Growth–Late Stage · 10 people tracked

Also known as SONOMA BRANDS PARTNERS II, LLC

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Investment thesis

Sonoma Brands Capital focuses on the growth sectors of the consumer economy, making minority and control investments in growth-stage consumer businesses that typically generate at least $5 million in sales. As omnichannel investors, the firm seeks brands positioned to benefit from its expertise in expanding retail distribution and accelerating digital engagement. It targets categories including food & beverage, beauty, personal care & wellness, pet, home & lifestyle, and consumer services. The team is composed of specialists with backgrounds as entrepreneurs and investors in consumer packaged goods, traditional retail, digital media, and eCommerce, and describes itself as relationship-driven partners to founders.

Invests inConsumer Direct to Consumer E-commerce FoodTech Wellness & FitnessNorth AmericaUnited States

Source: firm website, verified Aug 11, 2026.

Stage

Growth–Late Stage

Check

$5M – $30M

Sonoma, California, US

Leads rounds

Leads

Instruments

Equity

Founded

2015

AUM

$382M

Tracked investments

Team · 10 people

from the firm's website & public directories

Jon Sebastiani· Founder & Managing Partner· Sonoma, CA

Founder of Sonoma Brands Capital (late 2015), leading the firm's investment strategy and portfolio management. Previously founder and CEO of KRAVE Pure Foods, acquired by The Hershey Company in 2015, and president of Viansa Winery. Holds a B.S. in Economics from Santa Clara University and a dual MBA from UC Berkeley Haas and Columbia Business School.

j•••@sonomabrands.comreveal

Ben Jang· Senior Principal· San Francisco, CA

Joined Sonoma Brands Capital in 2021 and works across sourcing, diligence, execution, and portfolio management. Previously in Corporate Development at Gap Inc. leading acquisitions and divestitures, and began his career in investment banking at Cowen & Company. Holds a B.S. in Business Administration in Finance from Carnegie Mellon University.

b•••@sonomabrands.comreveal

John Wilson· Senior Principal· San Francisco, CA

Joined Sonoma Brands Capital in 2021 and is involved in all aspects of the investment process. Previously an Investment Associate at Swander Pace Capital focused on middle-market CPG, and earlier an investment banking analyst in the Wells Fargo Consumer and Retail group. Holds a B.S. in Business Administration from UNC.

j•••@sonomabrands.comreveal

Kevin Murphy· Managing Director· San Francisco, CA

Joined Sonoma Brands Capital in 2019. Previously at Encore Consumer Capital where he led beauty and personal care investments (tarte Cosmetics, Supergoop!) as well as food and pet deals, and earlier worked at Genstar Capital and PricewaterhouseCoopers. Holds an undergraduate degree from UMass Amherst and an MBA from UC Berkeley Haas.

k•••@sonomabrands.comreveal

Shahir Amin· Managing Director· Sonoma, CA

Joined Sonoma Brands Capital in 2017 and is active across sourcing, diligence, execution, and portfolio management. Previously worked on the Private Investments team at UNC Management Company and as an investment banking analyst at SunTrust Robinson Humphrey. Holds a B.S. in Business Administration from UNC Chapel Hill.

s•••@sonomabrands.comreveal

Katherine Power· Operating Partner

Serial consumer entrepreneur and CEO of Clique Brands (co-founded 2007), parent of WhoWhatWear. Founder of Sonoma portfolio companies Versed, Avaline, and Merit, focused on brands for Millennial and Gen Z consumers.

Keith Levy· Operating Partner

CPG executive with over three decades of experience. Led the creation of Mars Wrigley's Global Business Development division, including the KIND Snacks investment, and was previously President of Royal Canin USA and a long-tenured executive at Anheuser-Busch.

Kelsey Minigan· Chief of Staff· Sonoma, CA

Joined Sonoma Brands Capital in 2016 and serves as Chief of Staff, playing a cross-functional role across the firm's operations. Holds a B.A. from UC Santa Barbara.

Will Guidara· Operating Partner

Former co-owner of hospitality group Make It Nice, which included Eleven Madison Park and the NoMad restaurants. Co-founder of the Welcome Conference and author of multiple cookbooks; graduate of Cornell's School of Hotel Administration.

Caitlyn McDuffee· Chief Financial Officer· East Bay, CA

Joined Sonoma Brands Capital in 2021 as Chief Financial Officer, handling finance and accounting for the management company and fund accounting. Previously a Fund Controller at Standish Management. Holds a B.S. in Business Administration in Finance from Saint Mary's College of California.

c•••@sonomabrands.comreveal

What they invest in

from 5 of 27 portfolio companies

Consumer ×4Media & Entertainment ×2Wellness & Fitness ×2Direct to Consumer ×1Healthtech ×1

HQs:United States×6

Investments · 27 tracked

founders shown can be your intro path

Avaline

Consumer wine brand founded by Katherine Power

Bachan'sbachans.com

Sebastopol, US

Justin Gill(Executive Officer, Director)

Beekeeper's Naturalsbeekeepersnaturals.com𝕏

Beekeeper's Naturals develops health and wellness products made with bee-derived ingredients like propolis, royal jelly, bee pollen, and raw honey, formulated with clinical input for immune support, energy, and cognitive health.

ConsumerHealthtechWellness & FitnessThornhill

Carly Kremer(Founder)Carly Stein(Founder)Daniel Millar(Executive Officer, Director)

BoardJared Jacobs(Director)Jon Sebastiani(Director)

Ciele

Discovered Brands

Guayakiguayaki.com

Hum

KRAVE & Chef’s Cut

Made by Nacho

Manual

Meritmeritbeauty.comin

MERIT is a modern beauty brand that creates timeless beauty and lifestyle products designed for everyday use.

ConsumerDirect to ConsumerNew York, US

Milk Bar

Mixlab

Oats Overnightoatsovernight.com

Convenient, on-the-go source of complete proteins.

Tempe, US

Brian Tate(Executive Officer, Director)

BoardManpreet Singh(Director)Mark Leavitt(Director)Dave Ritterbush(Director)

PeckishMay 2018

Sonoma, US

Jonathan Sebastiani(Mr. Sebastini is a Manager of the Issuer.)Donald Stoner(Mr. Stoner is a Manager of the Issuer)

Remedy Science

Thecutthecut.com

The Cut is an online publication covering fashion, beauty, style, culture, self, and women's interest topics through articles, reviews, and shopping guides.

ConsumerMedia & Entertainment

Touchland

Triple Peak Krave Chefs Cut

True Botanicalstruebotanicals.com

Mill Valley, US

Vacation

Versedversedskin.comacquired by Belle Brands

Versed creates clean skincare and makeup products using dermatologist-tested, vegan, and cruelty-free ingredients designed for sensitive skin.

ConsumerWellness & Fitness

Voy

WWDwwd.comin 𝕏

WWD is a fashion and beauty trade publication that covers luxury brands, retail, accessories, and industry news for professionals in the fashion and beauty sectors.

Media & EntertainmentNew York, US

John B. Fairchild

Yerba Madre

Exits · 1

IPOs and acquisitions across the tracked portfolio

Versedacq. by Belle Brands

Portfolio news

latest coverage across their companies

The Annual State of USDA Rural Development Financing: 2026A record year, a delinquency cycle, and the repricing of rural credit

WWD · mmcginvest.com · Jul 18, 2026

The week in M&A: Arlington Capital's naval services platform, Belle Brands buys Versed, TJC targets $8.5b for midmarket fund

Versed · axios.com · Jul 11, 2026

Frequently asked questions

What stage does Sonoma Brands Capital invest at?: Sonoma Brands Capital invests at the Growth, Late Stage stages.
What is Sonoma Brands Capital's typical check size?: Sonoma Brands Capital typically writes checks of $5M – $30M.
What sectors does Sonoma Brands Capital focus on?: Sonoma Brands Capital focuses on Consumer, Direct to Consumer, E-commerce, FoodTech, Wellness & Fitness.
Where is Sonoma Brands Capital located?: Sonoma Brands Capital is headquartered in Sonoma, US.
Does Sonoma Brands Capital lead rounds?: Yes, Sonoma Brands Capital leads investment rounds.

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