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Confirmed by the firmCalifornia

Sugar Capital

Sugar Capital, a California-based specialist, backs commerce and marketplace startups at Seed, leading rounds with checks from $500k to $3 million.

WebsitePitch page
Entry stageSeed
Check size$500K to $3M
Leads roundsYes
FocusMarketplaces
Latest fundn/a
Investing team4 peopleNo activity since Sep

Who you would pitch at Sugar Capital

4 people on the investing team, 4 of them partners who can make the call. Partners are listed first.

Brian SugarFounder & Managing PartnerHe previously co-founded POPSUGAR and held executive roles at J.Crew and Bluelight.com.
Krista MoatzGeneral PartnerShe previously co-founded POPSUGAR and worked in investment banking.
Lisa SugarGeneral PartnerShe co-founded the media and commerce company POPSUGAR.
Will HawthorneGeneral PartnerHe previously founded Code Advisors and led JPMorgan's Internet and Digital Media practice.

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Writes $500K to $3M checks. Its smallest check is larger than 71% of firms in the atlas.

Bars: how many firms in the atlas report each band. Highlighted: this firm.

No recent activity since September 2026. Quiet does not mean closed.

Weekly count of activity updates. Activity is not a confirmed deal.

Before you pitch

Ownership target7-10%

Notable investments

AfterpayPOPSUGAROlive & JuneFeastablesBuilder.ioBrightlandStarfaceAirRobeMotion

In their words

Sugar Capital | Seed-stage Venture CapitalSeed-stage capital for consumer brands and commerce platforms. Backers of Grüns, Feastables, Starface, Locket, and more than 50 others.www.sugarcap.com
Founders and investors at a Mode VC gathering

Send Mode VC your deck

Raising a pre-seed or seed round? We write $1M to $5M first checks and help founders with distribution. A partner reads every deck.

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Alert me when Sugar Capital is active

One email when this firm shows new activity. Nothing else.

Firms like Sugar Capital

Alpaca VC$500K to $3M · active Sep 22
Kyber Knight Capital$250K to $3M
Montage Ventures$250K to $3M
Analog Ventures$500K to $3M
Armory Square Ventures$500K to $3M
Bluestein Ventures$500K to $3M

On these lists

Seed marketplaces investors in California27Seed investors in United States2836Seed investors in California699Seed marketplaces investors96Seed investors3020

Questions

What stage does Sugar Capital invest in?

Sugar Capital reports entry at seed.

How much does Sugar Capital invest?

Sugar Capital reports checks of $500K to $3M.

Does Sugar Capital lead rounds?

Yes. Sugar Capital says it can lead.

Who are the partners at Sugar Capital?

Brian Sugar (Founder & Managing Partner), Krista Moatz (General Partner), Lisa Sugar (General Partner), Will Hawthorne (General Partner).

Is Sugar Capital active right now?

No recent activity since September 2026.

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