LB Equity invests in emerging brands in the wellness, longevity, natural health, beauty, wellness and personal care space, along with select food and beverage opportunities. We partner with brands offering differentiated and innovative products and solutions to consumer pain points, targeting those that show promise of high growth and alignment on core values of sustainability and social impact. In addition to providing capital, we contribute hands on, value add expertise and resources to accelerate growth. 

LBE is principally owned and managed by Jay Lucas. Jay was a partner and one of the founders of Bain & Company’s LBO Consulting Group. Jay is the Founder of The Lucas Group, a leading strategy and private equity firm focused on the lower middle market. In that role, Jay and his teams have worked with leading private equity investors, engaged in more than 300+ transactions, including investments in more than 24 lower middle market companies, with multiple investment partners. These transactions have consistently generated returns in excess of 3.5 – 5.0x over the past 20 years.   

Backed by a team of seasoned executives, LBE's strategy is to infuse brands with proprietary technology, leverage the technology and ‘brand story’ to create a ‘differentiated position’ in the marketplace, and 
grow through non-traditional, ‘guerilla-like’ tactics to achieve scale.

Lucas Brand Equity

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