EXCLUSIVE: Rosie Huntington-Whiteley joins The Equity Studio, a new investment firm backing beauty, wellness and lifestyle brands

LONDON — Rosie Huntington-Whiteley East join A new farm known as THE Equity Studio, based by investor Anna Sugar with THE aim of offer funding And strategic advice has led by an entrepreneur, consumer-centric businesses.

THE Equity Studio East launch with A main investment vehicle supported exclusively by Sugar And Huntington-Whiteley. THE the partners plan has put their muscle behind brands In THE WE., UNITED KINGDOM. And Europe with income between $3 million And $20 millions.

Sugar said THE ideal investment targets would be be In THE early has intermediate steps of their development.

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As part of THE new adventure, Sugar has Also shape A advisory advice do up of international business leaders, strategists And entrepreneurs, including Huntington-Whiteley, WHO will press their miscellaneous SKILLS In action advise founders And portion has ladder businesses.

THE Equity Studio plans has invest In companies through beauty, well-being And way of life, And THE to focus will be on value creation And accountability entrepreneurs. Sugar And Huntington-Whiteley are planning has reveal their First of all investment soon.

In A interview, Sugar said THE aim of THE Equity Studio East has align closely with founder-entrepreneurs And has ladder brands that to have "A proven track save of generator income, A clear path has profitability, And growth potential. »

She Also wanna has build "connectivity And trust" with founders.

"THE landscape East changing SO a lot, And these entrepreneurs need capital, but they Also need [advice] Since people WHO are navigate THE landscape In real time. Were positioned has help them refine their existing strengths, And has continue conduct walk share. He will be A Magic combination if We can invest, And Also guide them on THE journey," said Sweet.

She believes There is A gap has fill In THE current investment landscape with little, successful consumer brands that are in trouble has find investment.

THE macro environment, Cost of life crisis And more careful consumer to have do Fund raising even more difficult For these brands, which need money has scale.

Sugar argues that founders need investors WHO believe In their Operating principles, And WHO can come team with A "specialized And favorable ecosystem " has keep up with all THE change In THE market.

Her approach East unusual. Private equity companies can Sometimes force companies has to grow Also quickly, load them with debt, And SO unload them has A loss if THE strategy doesn't work out. Sugar East socket A different nail. "Were be patient, creative And flexible. »

She And Huntington-Whiteley said they are look For founders "WHO are having A impact, WHO are determined, people WHO can it's clear to integrate marketing with cultural stamp, And create entertainment. Those are THE brands that were exit In," She added.

Ideal investment targets should Also to have A strong product offer And A superpower, if It is In research And development, scientist Or provide chain skill, Or owner data.