Redrice Ventures Research
Investment Thesis
Redrice Ventures is a London-based seed-stage venture firm that backs premium consumer brands, consumer platforms and related B2B retail-tech companies. Its stated thesis is that great consumer brands define popular culture rather than reflect it, and that they build fanbases rather than customer lists. The firm looks for movements built around community and a purpose beyond the numbers. The British Business Bank describes the strategy as investing at the intersection of creativity and commerce, primarily across media, sport, health and wellness. Founder Tom March has said about a third of the portfolio is B2B retail tech serving consumer brands.
Stage Focus
Seed through Series A. The website screens for UK-based seed or Series A companies with global ambitions, an engaged and growing customer community, revenue of up to GBP 10m with strong momentum, and a plan to reach GBP 100m+ revenue. March has said the firm will always be focused on seed stage.
Check Size
A 2022 Growth Business interview put typical tranches at GBP 200,000 to GBP 2m, with roughly half of each fund reserved for follow-ons. In USD terms that is roughly 250K to 2.5M. The same article said the firm planned to invest GBP 5m to 10m a year in up to 10 new brands.
Lead Tendency
The firm led the Castore seed round in June 2018 and describes itself as a hands-on partner, but it also participates in rounds (for example Hylo's Series A). Lead tendency is recorded as both.
Funds and Recent Activity
Fund I was a GBP 60m fund, backed by a GBP 36m British Business Bank cornerstone commitment in 2021 and described as oversubscribed. On 17 February 2026 the British Business Bank committed up to GBP 45m to Fund II, which targets GBP 75m, under the Enterprise Capital Funds programme. The firm is actively deploying. The 2026 news feed shows backing of Manors (luxury golf), Epetome (gut health, founded by Emily English) and Omni (plant-based pet food, USD 14.5M raise), plus a Luna Daily retail expansion into Ulta.
Portfolio Highlights
The site lists 23 companies: Castore, Untamed, Lovetovisit, By Rotation, Ocean Bottle, Spacegoods, Luna Daily, Colors x Studios, Hylo, Puresport, Self Space, Skin Rocks, Winedrops, Mission, Mother Root, Finematter, Life Supplies, GoJoe, Epetome, Manors, Omni, Neutonic and Memrise. Castore is the best-known, a premium sportswear brand whose early endorser was Andy Murray. Untamed raised a EUR 11.6M Series B in April 2025. No exits are listed on the site.
Team
- Tom March, Founder and Partner: started in trading, became a partner at S&W Investments co-managing about USD 1bn, and launched Redrice in 2017.
- Robert Senior: former Global CEO of Saatchi & Saatchi, co-founder of Fallon London; leads brand strategy.
- Sir Andy Murray, Associate Partner: joined in 2025; has backed more than 50 ventures; co-leads the Redrice Sports Collective.
- Alistair Brownlee OBE, Associate Partner: two-time Olympic champion; has made 20+ health and fitness startup investments; co-leads the Redrice Sports Collective.
- Other partners and investors include a former CEO of Thomas Pink, a former Mindful Chef co-founder and CMO (scaled to GBP 100m ARR, sold to Nestle in 2024), a Writtle Holdings co-founder, a B2B tech specialist formerly of Sussex Place Ventures, and a former Deutsche Bank consumer M&A banker.
- Venture Partners are operators: Vivien Wong (Little Moons), plus founders of tails.com, Motorway, SportPursuit and Livestream/Vimeo.
Decision Process
A partnership of operators and founders. The site does not state a formal committee process or timeline.
Founder Preferences
Energy and ambition, obsession with solving a problem, and a purpose beyond the numbers. March favors teams but will back an exceptional solo founder who builds a team. Domain expertise helps. The firm pitches close, proactive involvement and wants founders who use the team as an extension of theirs.
Geographic Focus
UK-based companies with global ambitions. The Fund II announcement stresses backing top UK creative talent across the whole country.
Gaps
Team titles beyond the founder are not given on the site as text, so some partner names are omitted. AUM is not stated for the firm as a whole.