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Pembroke
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== Investment strategy == Pembroke is a consumer-focused early stage fund that invests in founder-led businesses building the “brands of tomorrow”. Through this strategy, the team are focused on consumer investments that fall into six main areas: health and wellness, hospitality, education, design, media, and digital services. This approach has delivered a recognisable portfolio over time including several household name brands and two exits (both in the past year). Pembroke invests in both seed and series A businesses, with a focus on series A (business with around £1m of annual revenue at the point of investment). The fund pursues a ‘stepping stone’ investment approach, writing initial tickets of between £1m-1.5m and regularly following-on with further capital if a business is performing. The fund says it prefers this approach because it enables it to assess a portfolio company’s performance as it develops (versus providing a larger amount of capital upfront). The fund targets 10-12 new investments per year (approximately one per month) and expects two-thirds of its current fundraise to go towards supporting its existing portfolio with follow-on investments. Over the past year, the fund has made 8 new investments and 15 follow-on investments. Pembroke operates a two-stage investment approval process. The first stage involves commercial analysis and founder meetings before a short paper is presented to Pembroke’s investment committee. If an opportunity is of interest, the startup is invited to meet Pembroke’s investment committee for assessment. If a company passes this second investment committee stage, an investment offer is made. The investment team is composed of 4 investment professionals who are supported by a board of 5 directors and 4 investment committee members. The team has a range of backgrounds including ex-finance, startup and business professionals. Pembroke’s board of directors includes Jonathan Djanogly, MP for Huntingdon, and its investment committee includes John Paton, Chair of The Independent and Evening Standard news organisations. Past and present directors of the fund have invested £2.5m into the fund, and intend to invest a further £350,000 this year.
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