So&So is a venture studio for consumer brands with a deep expertise in product and healthcare. We build our own brands and we help others build theirs. Turns out building together beats building alone!
Our team built quip from idea to ~$150M omni-channel business. That's the playbook. Now we run it with others through a refined model. A shared pool of talent, disciplines, and Al, produces the kind of team most companies wouldn't justify building alone.
We're a catalyst for founders, a multi-tool for PE, and close to unique deal flow that investors should care about. We work with Founders, Investors/VCs, and PE looking for real operators in their corner.
We build our own startups, design and engineer products, and commercialize existing IP to create better consumer brands. All done using our in-house AI-native So&SO OS.
Learn moreStrategy and advice across the board, hands-on help with marketing, distribution, retail expansion, and operations. We fill the gaps your team can't.
Learn moreWe've been through the good and bad of scaling, so we help founders see around corners. That same foresight gives funds, PE, and corporates operator-grade diligence and portfolio support to validate their underwrite.
Learn moreA studio in Brooklyn and a network of consumer founders and operators. Desk space, a dinner series, and the right people in the room.
Learn more
So&So was founded by Simon Enever and Shane Pittson, former CEO & CMO of quip, a $500m+ oral care startup.
Simon was quip's co-founder, designer and CEO for 10 years, while Shane led the ecommerce and marketing functions that grew quip past $100m in annual net revenue. quip started as a sketch in 2012 and became a business with 15 million customers, 50 million products sold and distribution across 15,000 retail doors.
The team behind So&So built it. Not as advisors. As the founders, executives, and operators who made the decisions and did the work.
PRODUCTS AND Brands We've Built and BACKED
*Includes Partner Investments
Through our Foundry we generate concepts internally, building from the ground up products and brands we believe in, in categories where we see opportunity. We concept, design, develop, go-to-market and scale these brands. Operating as a hold-co, and management co. Built on top of our 'company-building' AI-native toolkit, our So&So OS.
R&D is at our core
Category positioning, roadmap development, and SKU architecture. We plan products that expand markets, not just fill shelves.
We don't guess what to build. Consumer ethnography, concept testing, and competitive teardowns. Know your customer before you commit to tooling.
From first sketch to final render. CMF development, ergonomics, and design for manufacturing. Award-winning work for global brands.
Mechanical and electrical engineering in-house. Prototyping, technical specs, and BOM development. We design things that can actually be made.
Factory sourcing, tooling, and production management. US, Canada, China, Thailand. 50 million products shipped and counting.
Structural design, unboxing experience, and retail-ready requirements. Packaging that protects, sells, and ships efficiently.
Websites, e-commerce, automation, and AI-native systems, designed and built end to end. We built them for ourselves first; now we build them for others.
Our studio model creates unique deal flow in a durable category others are under-investing in. We build hands-on alongside portfolio companies from day one, not from the boardroom. Our reputation generates inbound from founders, corporations, retailers, and academics, surfacing opportunities that never hit the traditional VC circuit.
Whether you're deploying capital, bringing IP or distribution to the table, or looking to build real products rather than decks, you get a co-builder with skin in the game. Equity over fees, always.
We invest in consumer products at the earliest and, in our view, most compelling stages. Pre-seed through Series A. Right now we invest through SPVs alongside our studio work sweat-equity. A dedicated fund is in development.
The Triple Threat
Physical and digital product strategy.Industrial design, engineering, identity.Award-winning work for leading brands.
Performance and brand marketing from GTM to millions of customers. Paid, earned, and owned. $0.5m to $50m budgets managed.
Website optimisation, subscription models, and lifecycle marketing. CRM, retention, and Amazon. Acquired over 3 million subscribers at 90% retention.
DTC, Amazon, and 15,000+ retail doors across mass, drug, club, grocery, and specialty. B2B distribution with insurers, dental networks, and group practices.
Fulfilment, logistics, and customer service. Unit economics, forecasting, and inventory. Scaled teams from 0 to 130 while staying EBITDA positive.
Ongoing market sizing, channel analysis, and competitive positioning. Data-driven decisions at every stage of growth.
Earlier stage. We help shape the product, brand, and GTM from the ground up. Deeper involvement, larger equity stake.
Looking for more than a cheque? We partner as co-founders. Shared ownership, shared risk, shared upside.
You have a product and early traction. We come in with a specific function or across the board to help you scale. Fees cover costs; equity aligns us.
We're looking for founders, academics with IP, and intrapreneurs at corporations who are building physical products in consumer categories.
✓ Recurring revenue
✓ Hardware/software/smart capability
✓ Consumer health
✓ IP defensibility
✓ Opportunity for mass scale/distribution
✓ Teams who want hands-on partners
Funds and PE firms come to us when they need someone who has actually built and scaled consumer products. We assess businesses, build fund decks, and back operating teams from the inside out. Same playbook we use on our own ventures, applied to the buy side.
When funds and PE firms look at consumer product businesses, the gap between the deck and the day-to-day is wide. We close it. Commercial diligence, category assessment, and fund decks built on what these businesses actually do, not what the metrics suggest.
We work with portfolio companies on the things their operating teams can't reach on their own: brand, retail expansion, supply chain, and commercial strategy. Same operator playbook we use on our own ventures.
A shared studio in Brooklyn where the So&So team and portfolio companies work day-to-day. Desk space is open to founders in our network who want proximity to the people they're building alongside.
The Founders and Growth Leaders Dinner Series and a calendar of smaller gatherings for consumer founders and operators. Not networking. Just the right people in a room.
Let us know what you are looking for and we’ll be in touch. Or sign up to get notified about events, portfolio news, and opportunities.
![[Stealth]](https://cdn.prod.website-files.com/6a425acb1f087602190d2bde/6a425acb1f087602190d2d01_Product1.png)
![[Stealth]](https://cdn.prod.website-files.com/6a425acb1f087602190d2bde/6a425acb1f087602190d2cff_Campaign%20Packaging%20Design.png)