Eric Siu on how content creators are partnering with private equity to scale into billion-dollar businesses. Kevin Espritu turned his $30M/year gardening blog into a commerce platform by acquiring an $8–9M product company and integrating it into his existing audience.
You see a lot of operators partnering up with content creators to build businesses. What's that, that PE firm called? TCG, I think. They did something with Kevin Espritu, who has a $30 million a year gardening blog. TPG or TCG? I don't think it's TPG because I said TPG. I was like, do you mean TPG? He's like, no, TCG. I was like, oh, I haven't heard of TCG. But Kevin was a blogger and he— they partnered with Kevin and they gave him, you know, the PE playbook. And he went to go buy a product, like a gardening product. And this company was doing like $8, $9 million a year and he rolled it into his blog and now it's becoming like a platform. And I think we're going to see a lot more of that.
