Led · Series B · Jan 2023

2ULaundry operates a mobile laundry pickup and delivery service and offers a subscription with a guaranteed one-day turnaround, standard cleaning, linen service, and hang-dry options. The company pairs its pickup service with brick-and-mortar LaundroLab locations (founded 2020) that feature high-end amenities including top-of-the-line equipment, kids' play areas, lounge access, free Wi‑Fi and arcade games. 2ULaundry is pursuing aggressive physical expansion and franchising: it plans to add 20 new locations this year, is targeting national business partnerships with gyms, fitness studios and Airbnb hosts, has sold 108 licenses, and there are currently 29 LaundroLab owners. Management aims to open 25 new stores in the next 12 months and build a team with over 350 hires. The company raised $20M in a Series B led by Level 5 Capital Partners and has now raised $25.4M to date; proceeds will be used to scale physical locations and support franchise growth. The team positions its offerings within the broader $46B laundry and dry-cleaning industry, targeting habit-based, convenience-oriented services to save customers time. 2ULaundry provides laundry pickup and delivery services including wash-and-fold, eco-friendly dry cleaning and repairs. The company emphasizes environmental sustainability, using eco-friendly detergent, garment bags and recyclable hangers. Service areas include the Charlotte metro, Ballantyne, Matthews, Pineville and Fort Mill. 2ULaundry began as a project at Wake Forest University and was founded less than a year ago. John Alexander Smereczniak is the company’s chief executive officer. According to a Securities and Exchange Commission filing, the company raised capital via a Reg D securities offering.

Led · Equity · Oct 2022

GoDog is an Atlanta, GA-based provider of dog boarding and daycare services. Founded in 2018 by father-son duo Jess and Ben Eberdt, the company operates three locations in Durham, Nashville and Chattanooga. It positions itself as a premium regional pet-hospitality brand. GoDog raised $20M from Level 5 Capital Partners to launch a de novo franchising platform and scale nationwide. The company intends to use the funds to move from a regional player to a nationwide name in pet hospitality. A franchising program launching in 2023 underpins plans to expand to potentially hundreds of locations.

Led · Series B · Feb 2021

Heyday provides expert skincare through a fleet of physical stores paired with expert-led services available virtually. The company raised $20M in a Series B to support growth and operations. Led by CEO and co-founder Adam Ross and Chief Experience Officer and co-founder Michael Pollak, Heyday plans to hire new people and scale its market position. Management intends to expand the brand through franchising its physical experience and to invest in innovations that deliver personalized skincare. Heyday aims to grow its physical footprint to hundreds of stores over the next five years. The Series B funding is positioned to underwrite that expansion and product/service innovation. Heyday operates brick-and-mortar facial studios and a redesigned website to provide a frictionless booking experience and personalized treatments using customer "Facial Records." Its sessions start at $65 for a 30-minute treatment. The company currently operates six locations, having started in New York City and recently opened its first Los Angeles store. Heyday positions its service between expensive high-end facials and low-quality cheap options, and says about 30 percent of its customers had never had a facial before. Leadership views facials as becoming a regular part of customers’ wellness routines and plans to grow both the physical footprint—particularly in LA—and its technology offerings. The physical stores remain a key pillar of the brand while the company continues investing in digital tools to win and service customers. Heyday operates a network of brick-and-mortar facial studios combined with an online storefront that sells personalized skincare products. The company offers 30-minute facials starting at $60 and emphasizes personalization powered by technology, which the founder describes as the firm's competitive moat. Heyday has opened four Manhattan locations staffed by more than 100 licensed skincare aestheticians, and reports that over 40% of clients visit at least once a month. Founder and CEO Adam Ross, who previously worked in investment banking, launched the concept to fill a gap between expensive high-end facials and low-quality low-cost options. The company plans to improve its online experience and build a detailed facial analysis tool with help from investor Lerer Hippeau, and is about to open a fifth New York store. Heyday is also eyeing expansion to Los Angeles and has raised capital to support growth.

Led · Series B · Feb 2021

Heyday offers expert, personalized skincare primarily through in-store facial experiences led by estheticians and is working to digitize those services for daily consumer use. The company plans to expand its physical footprint via a new franchise system while also innovating its digital experiences to deliver personalized skincare. Heyday intends to grow to hundreds of stores over the next five years and will use new funding to scale operations, franchise growth, and talent. The business recently hired Maureen Sullivan, former President & COO at Rent The Runway, to lead expansion as President. Heyday positions itself as a trusted, expert-led skincare brand focused on making personalized skincare more accessible. The company says the growth will create opportunities for the 250,000-plus estheticians across the country.