February 27, 2025
At Color Capital, we invest in things people buy and how they buy them. The consumer landscape is rapidly evolving, shaped by shifting behaviors and demographics, technological advancements, and an increasingly interconnected global economy. As a result, we see significant opportunities emerging at the intersection of commerce, technology, and consumer experience.
Consumers today are demanding more than ever before: innovative products and packaging, brand communities, personalization, and seamless shopping experiences across channels. We expect discovery to feel effortless, transactions to be frictionless, and engagement to be meaningful. Brands and platforms that meet these evolving expectations will define the future of commerce.
Historically, Color has found success investing in early-stage CPG, ecommerce, marketplaces, and blockchain. Now, we are sharpening our focus to identify and support the next generation of category leaders at later stages (Series A and beyond) in consumer goods, experiences, commerce, and emerging consumer applications of AI.
Today's consumers demand more than just products—they seek experiences, convenience, and personalization. This shift presents unprecedented opportunities for businesses that understand and adapt to evolving expectations:
Where We’re Investing:
• Category-expanding products & marketplaces – We back brands and platforms that don’t just compete, but redefine and expand entire categories, unlocking new demand and increasing access across omnichannel environments. Consumers are increasingly drawn to offerings that align with their values and lifestyles, and we seek businesses that anticipate and fulfill these needs.
• Modern commerce & retail tech – The way people discover and purchase products is being reshaped by automation, personalization, and next-gen payment systems. We’re investing in innovations that activate discovery, streamline operations, and drive seamless transactions, creating frictionless and engaging retail experiences.
• AI-enabled consumer applications & infrastructure – AI is revolutionizing everything from customer engagement to supply chain logistics, increasing consumer demands for intelligent assistance. AI is not a buzzword, but an enabler of truly novel consumer experiences.
As a privately-operated fund, Color Capital thrives in a unique position—small and nimble enough to drive significant operational value, while leveraging deep industry expertise. Our approach goes beyond capital; we actively support our portfolio companies in strategy, brand building, accessing distribution, and scaling operations.
We believe the modern consumer is not just a buyer but an active participant in shaping markets. They engage with companies that understand their evolving needs and expectations, and they reward brands that provide transparency, accessibility, and innovation. As this landscape continues to shift, we remain committed to identifying and supporting the boldest, most forward-thinking founders who are defining the future of commerce.
If you’re building something transformative in this space, we’d love to hear from you.