Active Partners
2nd Floor, Heathmans House, 19 Heathmans Road, London, England, SW6 4TJ, United Kingdom
Overview
Active Private Equity Advisory LLP is a private equity and venture capital firm specializing in investments in mid venture, buyouts, early stage, and growth capital financing. We partner with innovative entrepreneurs in the consumer, leisure and retail space, providing intellectual and financial capital, operational expertise and a rich network of contacts to help build scalable, successful businesses.
- Total investments
- 36
- Lead investments
- 9
- Investments · 12mo
- 8
- Active investors
- 4
Sector focus
- Venture Capital
Investment portfolio
- Seat Unique
Participated · Equity · Jun 2026
Seat Unique operates a premium ticketing and hospitality platform that markets original ticketing inventory and provides hospitality and travel packages for rights-holders, venues, artists, sports teams and fans. The company has expanded via acquisitions including P1 Travel and Circuit Hospitality to broaden its capabilities and relationships, notably with venues such as Wembley Stadium, Manchester's Co-op Live and the 16 racecourses run by Arena Racing. Circuit Hospitality strengthened its foothold in Premier League football through agreements with Arsenal and Everton, and Seat Unique has been involved in high-profile events such as former US President Barack Obama's speaking tour. The business is run by co-founder Robin Sherry and chaired by Richard Flint. Seat Unique said it is on course to record £175m in sales this year and aims to double that over the next three years. It is pursuing further acquisitions and international expansion as part of a strategy to scale toward an ambition of a £500m-plus business valuation.
- All Things Butter
Participated · Equity · Apr 2026
Founded in 2023 by chef Thomas Straker and Toby Hopkinson, All Things began as a viral social series and consumer brand and has expanded beyond butter into cottage cheese and other dairy formats. The brand's social content has amassed over 1 billion views and more than 5 million followers, helping it connect with a younger, food-loving audience; over 50% of its cottage cheese buyers are under 45. Commercially, All Things has distribution in over 2,500 stores including Sainsbury’s, Waitrose, Morrisons, Ocado, Co-op and others, sold 250 tonnes of butter in the past year, and its cottage cheese range became a market leader within three months. The company has launched in the Middle East and plans a national US retailer launch in September, with an upcoming listing at Tesco and further global expansion planned. All Things is broadening its product portfolio supported by a new product development pipeline and intends to use the recent funding to strengthen supply-chain partnerships and begin vertical integration to scale production.
- Froot Pops
Participated · Seed · Apr 2026
Froot Pops produces chocolate-covered frozen fruit snacks formulated without artificial additives. Founded in 2024 by Ana Martins and Mark Jones and based in London, the company is positioning itself within the frozen snack category. It recently raised $1.5M in a Seed round to fund retail expansion and scale distribution. The company intends to use the new capital to grow its presence in retail channels. No revenue figures, user metrics or valuation were disclosed in the articles.
- Gutology
Participated · Equity · Jan 2026
Gutology is a UK-based oral-care company that focuses on products formulated to support both oral and gut microbiomes. Its flagship Oral Biome+ toothpaste combines hydroxyapatite (a natural enamel mineral) with Truebiotic parabiotics to promote microbial balance. The firm sells a full oral-care range directly to consumers online and through specialist health stores. Currently employing ten staff at its Alcester, Warwickshire headquarters, Gutology plans to forge partnerships with major retailers to broaden distribution. The company also intends to expand geographically into the United States and Germany. Part of the newly raised capital will fund clinical research aimed at developing additional microbiome-friendly products. Although specific revenue or user metrics were not disclosed, the company’s growth strategy centers on international expansion and product pipeline development.
- The Salad Project
Participated · Equity · Jan 2026
The Salad Project operates a chain of premium salad bars offering fresh, customizable salads aimed at health-conscious consumers. Founded in 2021 by Florian de Chezelles and Jacob Dare in London’s Spitalfields, the company has grown to seven locations across the city. Its product strategy focuses on high-quality ingredients and a creative menu that resonates with urban diners seeking healthy convenience. With the newly secured capital, the team plans to open six to seven additional branches in London to meet strong local demand. The business also intends to launch its first international site in Paris’ Le Sentier district in spring/summer 2026, positioning this as a springboard for wider European expansion. Management has expressed an ambition to reach 20 sites by mid-2027, underscoring its aggressive growth trajectory. Backers highlight the brand’s strong consumer following and operational execution as key drivers of its rapid scale-up.