Grocery stores are no longer the best place for some consumer brands


Getting mass distribution on the shelves of huge retailers may not be the best way forward for new consumer-goods brands, according to the co-founder of a new venture capital (VC) business The Craftory.

Elio Leoni Sceti, a former Reckitt Benckiser and Procter & Gamble executive, founded the company in May 2018, and its website describes it as “counter-corporate and anti-traditional VC,” with a focus on cause-driven consumer goods.

It invests in “challenger” companies that have at least $10 million in sales, aiming to grow them to $100 million-plus, but Leoni Sceti advises against doing deals with large retailers, for fear of compromising their standards, being pushed to reduce their…


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