Updated:
Good Brands
Good Brands was established by Matthias R. Storch to invest in early-stage consumer startups, often originating from Germany's popular startup pitch show...
Good Brands
Good Brands was established by Matthias R. Storch to invest in early-stage consumer startups, often originating from Germany's popular startup pitch show 'Die Höhle der Löwen'. The firm's model ties media visibility to investment deployment, working closely with TV personalities to convert on-air pledges into operational equity stakes. Strategic partner Judith Williams, a recurring investor on the show, collaborates with Good Brands through Start Now Consulting GmbH to manage a shared portfolio of consumer-goods companies across the DACH region. The firm targets seed and early-stage deals, focusing on consumer products, wellness, and branded lifestyle plays. Known portfolio companies have included BitterPower, a bitter-herb drink brand, and bedrop, a direct-to-consumer skincare label. Both were later acquired by Arcus Capital AG, a Munich-based investment company, in a transaction that underscored Good Brands' exit-oriented approach. Geographically, the firm concentrates on Germany and Austria, sourcing deals through the DealCircle network where Storch serves as a Board Advisor, and through the proprietary pipeline generated by the TV show. Good Brands operates from a commercial office at Turley-Straße 8 in Mannheim, owned by the Tom Bock Group. Leadership transitioned in 2025: Matthias Storch departed the Executive Board in May 2025, and Henrik Sabban was appointed to the Board in December 2025, signaling a generational handover of the investment vehicle. The firm maintains a lean structure, working through partnerships rather than a large internal team. What structurally separates Good Brands from a generalist seed fund is its exclusive feeder mechanism: more than half of its portfolio emerges from televised pitches, giving it de facto first refusal on the consumer-goods deals that clear Germany's most-watched startup vetting process. This media-embedded sourcing engine is not replicable by peer funds without equivalent broadcast access.
General information
Firm type
Generalist
Year founded
—
AUM
Undisclosed
Location
Region
Europe
Country
Germany
City
Mannheim
Corporate office
Mannheim, Germany
Principals
Henrik Sabban
Executive Board
Matthias R. Storch
Founder, former Executive Board member
Sector focus
Frequently asked questions
How does Good Brands source its deal flow?
Good Brands sources primarily through 'Die Höhle der Löwen', Germany's most-watched startup pitch show. Founder Matthias Storch and strategic partner Judith Williams evaluate on-air pitches and convert them into post-show investments, creating a pipeline that blends media vetting with traditional due diligence. The firm also accesses deals through the DealCircle network, where Storch advises on M&A transactions.
Who runs the firm following Matthias Storch's departure?
Henrik Sabban was appointed to the Executive Board in December 2025 after Matthias Storch, the founder, departed the Board in May 2025. The transition was announced through official firm communications and marks a leadership renewal for the Mannheim-based investment company.
What is the relationship between Good Brands and Judith Williams?
Judith Williams, a recurring investor on 'Die Höhle der Löwen', maintains a strategic partnership with Good Brands. Her investment activities pledged on the show are managed jointly with Good Brands through her consulting firm, Start Now Consulting GmbH, which oversees the shared portfolio.
What happened to Good Brands' portfolio companies BitterPower and bedrop?
Both BitterPower, a bitter-herb beverage brand, and bedrop, a direct-to-consumer skincare company, were acquired by Arcus Capital AG, a Munich-based investment firm. The acquisitions represent completed exits from Good Brands' early-stage consumer portfolio.
Does Good Brands operate as a single-family office or a venture fund?
Good Brands is structured as an asset manager and investment company (Aktiengesellschaft, or AG), not a single-family office. It manages third-party capital and co-investments alongside strategic partners, deploying into early-stage consumer startups rather than managing a single family's wealth.
Which investment stages does Good Brands target?
Good Brands focuses exclusively on early-stage investments, spanning seed and startup rounds. Its capital goes into companies that are often pre-revenue or at initial commercialization stages, with investment sourced largely from television pitches on 'Die Höhle der Löwen'.
Where is Good Brands headquartered and does it have other offices?
The firm is headquartered in Mannheim, Germany, at a commercial property on Turley-Straße 8, owned by the Tom Bock Group. No additional offices are publicly listed, and the firm appears to operate exclusively from its Mannheim base.
Profile maintained by Altss using OSINT (open-source intelligence), regulatory filings, licensed data partners, and verified direct submissions. Read the methodology. Last updated: . Continuous refresh with full update cycles at least every 30 days.
Need institutional-grade insight on asset managers?
Altss delivers:
Prefer a guided tour?
We’ll walk you through: