Transforming Commerce
Igniting Innovation
Partnering with Innovators to Shape Consumer Experiences
About Us
Consumer Equity Partners is a venture capital firm focused on investing in innovative companies that are reshaping Essential Commerce. We leverage our deep industry expertise and strategic partnerships to help entrepreneurs be successful in the evolving retail landscape.
In an era of rapid technological advancement and shifting consumer behaviors, we identify and invest in companies that are harnessing the power of AI, data analytics, new capabilities, and sustainable practices to drive growth and efficiency.

Our Investment Thesis
We believe that the future of Essential Commerce is being driven by a convergence of technology, consumer behavior, new models, and sustainability. As consumers increasingly adopt AI-powered tools and retailers seek innovative solutions, we are committed to backing entrepreneurs who are redefining the industry.
Meet Our Team
Consumer Equity Partners serves our portfolio and investors with passionate leaders that have a wealth of experience in retail, technology, and venture capital, from startups to large public companies. Our team has a proven track record of driving innovation at scale across multiple consumer-engaging industries

Tom Furphy
Managing Director
Amazon – VP Consumables & AmazonFresh
BevyUp – Chairman (exit to Nordstrom)
Notiva – Founder & CEO (exit to Oracle)
Regency Centers (NASDAQ:REG) – Board Director
An FMCG/Grocery industry veteran with a tireless devotion to its success, Tom has a track record of innovating at retail, SaaS, ecommerce and omnichannel. He has conceived, funded and led companies to exits with tech companies, service providers and retailers

JJ Van Oosten
Managing Director
Kingfisher – Chief Digital & Technology Officer
commercetools – Exec Chairman
Lego – Chief Digital Officer
REWE Group – Chief Digital Officer
Tesco.com – CIO, Board Member
An experienced operator, executive, director and investor, JJ led five large complex digital transformations, recapped and built a unicorn, supported multiple M&A transactions, and has advised several investment funds. He has a deep background in technology, strategy, marketing, retail media, pricing, logistics and operations

Patrick Walsh
Managing Director
National Grid Partners – Co-founder & General Partner
Intel Capital – Director, Investor
Multiple Boards and Exits including Revolution Analytics, Gaikai, iStreamPlanet, Exodigo, Line Vision, Urbint, Tomorrow.io, Black Duck, Yottaa, InContext Solutions, PureSpeech, and Omnidian
With 18 years in venture capital at Intel Capital and National Grid Partners, Patrick has invested successfully in a variety of companies, and held board roles with numerous startups. Additionally, Patrick has extensive expertise in software engineering, cloud, media, AI, and energy infrastructure
Our Expertise
Strategic Expertise
Our team offers unparalleled insights into the retail, food and consumer goods sectors, helping businesses launch and scale with confidence
Insider Access
We connect portfolio companies with key industry players, facilitating strategic partnerships and market entry opportunities
Funding and Support
Our Industry Innovation Fund provides essential capital and strategic backing to foster growth and long-term success
Get in Touch
For inquiries about our innovative approaches and partnership opportunities, please reach out to our managing directors. We are eager to connect and explore how we can drive success together
Tom Furphy
Managing Director
Consumer Equity Partners
tom@consumerequitypartners.com
JJ van Oosten
Managing Director
Consumer Equity Partners
jj@consumerequitypartners.com jjvanoosten@gmail.com
Patrick Walsh
Managing Director
Consumer Equity Partners
patrick@consumerequitypartners.com