What the Investor Behind Jonathan Adler and Draper James Looks for in a Pitch

Cory Baker, founder and managing partner of Consortium Brand Partners, has carved a niche in the investment world by backing enduring consumer brands like Jonathan Adler's home decor line and Reese Witherspoon's Draper James fashion label. Unlike traditional private equity investors, Baker identifies as a seasoned operator, emphasizing long-term brand value over fleeting trends.

Established in 2022 alongside Michael DeVirgilio and Jonathan Greller, Consortium Brand Partners focuses on consumer-centric investments. Their portfolio includes notable names such as Draper James, Jonathan Adler, and the athleisure brand Outdoor Voices. Baker's investment philosophy centers on identifying brands that have demonstrated resilience over time, often referred to as having a "10-year legacy." He believes that if a brand has weathered various economic challenges and still maintains a loyal customer base, it's a strong candidate for investment.

In evaluating potential investments, Baker seeks brands that are "bigger than the business," meaning they possess an engaged consumer base and opportunities for expansion into new categories or international markets. He avoids overly trendy ventures, humorously noting that if his 18-year-old son finds something cool, it might not have lasting appeal.

Baker's approach to sourcing investments involves building relationships with brand founders well before any transaction occurs. By expressing interest early and maintaining open communication, he positions Consortium Brand Partners as a preferred partner when founders consider selling or seeking investment. This proactive strategy allows for a deeper understanding of the brand's potential and challenges.

Operationally, Baker looks for opportunities where his team can add value quickly. He assesses whether Consortium Brand Partners is the right fit to enhance the brand's performance, especially in situations where businesses have faced difficulties due to poor financial decisions, such as unfavorable retail leases or burdensome loans. Recognizing the underlying strength of a brand, even when it's entangled in complex operational issues, is key to his investment strategy.

In summary, Cory Baker's investment approach is characterized by a focus on enduring brands with loyal customer bases, a cautious stance on fleeting trends, and a hands-on operational strategy to unlock value. His emphasis on long-term relationships and strategic involvement positions Consortium Brand Partners as a distinctive player in the consumer brand investment landscape.