Jobi Capital

Venture Capital and Private Equity PrincipalsNew York, United States11-50 Employees

JOBI Brands is a celebrity-backed brand venture studio with the aim to pair the right stars with consumer categories we are excited about.  Our vision is to create a plug and play platform to efficiently launch and support a broad portfolio of celebrity brands. 

JOBI Brands creates and establish brands in a short period of time by incubating  businesses with the right celebrities and influencers, what would have costs millions of dollars otherwise.

We develop successful, known, and trusted brands with a straightforward process.  First, we focus on identifying celebrities in our network with a hunger to launch a brand and pairing them with a consumer category that we are excited about and that fits their profile authentically (ex: pairing Courteney Cox with Homecare).   Alternatively, we can develop a thesis or conviction on high-priority consumer categories FIRST and then sourcing celebrities that fit (ex: pairing pets with Kaley Cuoco). 

We dig deep on the celebrity side before signing them up.  We review the engagement and follower base, authenticity and category relevance, and any existing brand relationship.  We consider the celebrity’s level of excitement to be involved in building the brand.  Ultimately, we assess the celebrity’s potential value, including the likely ability to secure favorable deal terms.

Our future is exciting.  We are in the best position to work with these influencers with innovative and game changing branding strategies in DTC marketing.

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