Funds managed by Morgan Stanley Expansion Capital target growth equity and credit investments within technology, healthcare, consumer, digital media and other high growth sectors. Morgan Stanley Expansion Capital is the growth-focused private investment platform within Morgan Stanley Investment Management. For more information, please visit About Morgan Stanley Expansion Capital SmartyPants Vitamins can be found in more than 30,000 stores across the country including the world's leading specialty, club and online retailers including: Amazon, Costco, Target, Walmart, Whole Foods Market, Walgreens, and many more. In partnership with Vitamin Angels, SmartyPants Vitamins has reached over 14 million mothers and children worldwide with nutrient grants, with a goal of reaching 100 million by 2025.
SMARTY PANTS VITAMINS FREE
Scientifically-formulated, made with premium, responsibly-sourced ingredients and delightful to take, their products are made in North America are free of any synthetic colors, artificial flavors, artificial sweeteners, or preservatives, and are third-party lab tested. Since 2011, SmartyPants has led the supplement industry in designing and manufacturing comprehensive, multifunctional supplements in a variety of easy-to-take formats for the whole family. The material growth in revenue and profitability we witnessed is consistent with our overall strategy of partnering with founders of growing companies and taking an active approach throughout the lifecycle of our investment.” Said Isetta of these initiatives, “In collaboration with management, we were able to access Morgan Stanley’s broad array of resources to help the company grow rapidly through both existing and new accounts as well as expansion in their product set. We saw this as a key advantage, especially when combined with the support we felt we could provide the company over the course of our investment.”ĭuring its investment period, Expansion Capital worked closely with SmartyPants to drive growth, recruit new executive team members and secure flexible debt financing. In addition, the Company had a well-developed process and deep expertise working within regulatory frameworks. “SmartyPants had already established success and momentum across multiple channels with significant outperformance online. “We gravitate towards founder run businesses and were attracted to SmartyPants given its differentiated brand and significant repeat purchase loyalty,” said Lincoln Isetta, Morgan Stanley Managing Director, Expansion Capital Senior Investment Team member and SmartyPants Board Member. SmartyPants represented a unique opportunity for Expansion Capital to partner with a high-momentum, founder-run business with attractive whitespace opportunities and strong online capabilities.
SMARTY PANTS VITAMINS SERIES
SmartyPants is headquartered in Marina Del Rey and sells its products nationwide across a variety of channels including online, club, mass and specialty retail.Įxpansion Capital acquired its minority stake in April 2018 as lead investor in the Company’s Series D round. Additionally, the Company partnered with Vitamin Angels, making a matching 1-for-1 micronutrient grant for every bottle of vitamins sold in an attempt to impact global malnutrition.
The Company’s differentiating factors include the multi-vitamin’s all-in-one feature, which adds convenience and reduces costs for consumers, and the inclusion of non-GMO, natural, high-quality ingredients.
SmartyPants was founded in 2011 by entrepreneurs Courtney and Gordon Gould, who set out to create an affordable, premium and comprehensive supplement to support the wellbeing needs of children and adults. Terms of the transaction were not disclosed. (“SmartyPants” or the “Company”), a Morgan Stanley Expansion Capital Portfolio company and a leading producer of premium multi-vitamins, was acquired by Unilever (NYSE: UL), a leading global supplier of personal care products.
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