Is Iron Flask owned by private equity?
VC-backed, not PE
No, but it’s backed by venture capital. Owned by Essor, a venture-backed company formed in 2024 from two Amazon brand aggregators, Branded and Heyday.
Details
- Owner
- Essor
- Backers
- The Raine Group; Premji Invest; Target Global; Declaration Partners; BlackRock (funds and accounts managed by); Victory Park Capital; General Catalyst; Khosla Ventures
- Since
- 2024
- Website
- ironflask.com
- Confidence
- Medium
Sources
- “BRANDED Acquires Heyday To Form Essor, A Digitally-Native CPG Platform Elevating Challenger Brands Into Global Icons” silicon.co.uk, 2024-09-05
- “Branded Acquires Heyday to Form Essor” beautymatter.com, 2024-09-06
- “Iron Flask shop” ironflask.com
Other brands owned by Essor: Fullstar, OTOTO.
Checked 2026-11-04. A label describes who owns the brand, not the quality of its products. How we label · Report a correction
See this on ironflask.com itself: click the PE or Not? extension icon on any page of the site. More home, kitchen and Amazon brands