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Daisy Green Collection

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Celebrating the best of Antipodean food culture across unique, art filled, local, all day destinations.

231%
 - 
Funded 5 Nov 2021
£1,000,010 target
£2,630,356 from 324 investors
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Business overview

Location London, United Kingdom
Social media
Website www.daisygreenfood.com
Sectors Food & Beverage Mixed Digital/Non-Digital B2C
Company number 08024998
Incorporation date 11 Apr 2012
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Investment summary

Type Equity
Valuation (pre-money) £28M
Equity offered 7.63%
Tax relief

EIS

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Business highlights

  • Record weekly sales +68% post covid (£300k+ per week)
  • World #1 Brunch Spot (Tripadvisor, 2021)
  • #52 Virgin Sunday Times Top 100 Fast Track Companies (2019)
  • Raising EIS capital to fast track expansion
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Key features

  • No Secondary Market
  • Seedrs nominee
  • Direct investment min. £51.06 +

Idea

Introduction

Daisy Green is a profitable leader in the thriving Antipodean cafe culture scene with its authentic, flexible, all day offering that is highly regarded by a broad customer base including plant based, vegetarian and paleo diet followers.

Daisy has emerged post pandemic as one of the most successful, trusted and on trend independent operators in the UK. As customers move away from the late night economy towards daytime socialising, the Daisy Green all day offering sits firmly in demand, from the first flat white of the morning, to award winning bottomless brunches, healthy lunches and celebratory dinners, with lots of drinks in between.

Daisy focuses on sustainability, best in class suppliers, nutrition and health whilst continually pushing quality and value.

Daisy is set to fast track its growth on the back of a pipeline of 'once in a generation' locations, working with top landlords and taking advantage of its unique reputation in the market.

Substantial accomplishments to date

Daisy enjoys strong recognition with:

- Over 50k Instagram followers
- The World's Number 1 Tripadvisor Brunch Spot award
- 10x Love London TIme Out awards

- Regularly cited as one of London's top brunch spots (Time Out, Evening Standard, Conde Nast) and top dining destinations (GQ, Vogue, Design My Night).

In 2019, Daisy was named #52 in the Virgin Sunday Times Fast Track 100 awards, recognising the highest growth and most profitable businesses in the UK.

In 2020, Daisy developed Radio Lamington, taking its iconic Aussie lamingtons nationwide and importantly supporting the tireless frontline NHS and emergency services heroes throughout the pandemic. To date over 50,000 lamingtons have been donated to frontline heroes as a box is donated with every box sold.

Monetisation strategy

Daisy is a true all day institution, earning revenues from the early morning until the late evening, seven days a week.

The key source of revenue is food, drink and ancillary products sold directly to customers visiting the Daisy Green all day cafes in London.

In addition, revenue is derived from bespoke events, retail coffee, lamingtons and other products as well as office catering.

Use of proceeds

Daisy is set to fast track its growth through the opening of new landmark locations across the UK. A proven mix of large scale all day locations (5,000 sqft+) together with one off cafe spaces in beautiful unique locations (c.2,000 sqft). Each with an ability to create the signature indoor/outdoor Daisy feel.
Daisy will continue to execute unconventional F&B locations (such as the Darcie & May canal barges in Paddington) to create incredible destinations outside the normal.

Funds raised will primarily be used to deliver the enviable pipeline of contracted (and in legals) sites that have been secured on the back of the Daisy reputation and the post covid property market. In addition, Daisy will continue to grow its lifestyle offering including the imminent launch of its retail coffee and ancillary products business.

Investor Perks

Please see the documents section for a breakdown of investor perks.

Key Information

Campaign structure

Please note that the terms of this campaign differ significantly from the standard approach on Seedrs so investors should consider the following terms carefully.

All investors in this campaign will be investing on the basis of holding their shares in the Company directly in their own name. This means that the Seedrs Nominee will have no involvement in the issue or administration of such shares (including any associated tax reliefs) and investors will not benefit from any standard Seedrs Nominee investor protections such as pre-emption or information rights.

Investors will not have access to the Seedrs post-investment page or Secondary Market and any shares issued in connection with this Campaign will not show as an asset in the investor’s Seedrs portfolio.
Please note that the Company currently has three classes of shares: (i) A Ordinary Shares; (ii) B Investment Shares; and (iii) C Ordinary Shares. All Investors in this round, including investors via Seedrs, will be issued B Investment Shares which have no voting or pre-emption rights. This was the same share structure applied in Daisy Green’s previous crowd fundraises and they wish to remain consistent and respectful to existing investors.
The rights attaching to the various share classes are set out in full in the Company’s articles of association, a copy of which is attached in the “Documents” section of the Campaign. All investors should review this document carefully.

Outstanding debt

Please note the business has the following outstanding debt:

CBILS debt facilities with Oaknorth Bank totalling £3,788,900. These are due to be repaid by 2025 unless refinanced. Interest ranges from 6.25% to 7.115%.

The company confirms that no proceeds will be used to repay such debt facilities.

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If you successfully purchase a share lot of this business, you will be granted access.

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Only shareholders can access this page

If you successfully purchase a share lot of this business, you will be granted access.

Buy shares

Only shareholders can access this page

If you successfully purchase a share lot of this business, you will be granted access.

Buy shares

Only shareholders can access this page

If you successfully purchase a share lot of this business, you will be granted access.

Buy shares

Investing involves risks, including loss of capital, illiquidity, lack of dividends and dilution, and should be done only as part of a diversified portfolio. Please read the Risk Warnings before investing. Investments should only be made by investors who understand these risks. Tax treatment depends on individual circumstances and is subject to change in future.

This webpage has been approved as a financial promotion by Seedrs Limited ("Seedrs"), which is authorised and regulated by the Financial Conduct Authority. It is not intended to be a promotion of any individual investment opportunity and is not an offer to the public. The summary information provided about investment opportunities on this webpage is intended solely to demonstrate the types of investments available on the Seedrs platform, and any investment decision should be made on the basis of the full campaign. Full campaigns are available to investors who have become authorised to invest on the Seedrs platform. All investment activities take place within the United Kingdom, and any person resident outside the United Kingdom should ensure that they are not subject to any local regulations before investing.

Seedrs does not make investment recommendations to you. No communications from Seedrs, through this website or any other medium, should be construed as an investment recommendation. Further, nothing on this website shall be considered an offer to sell, or a solicitation of an offer to buy, any security to any person in any jurisdiction to whom or in which such offer, solicitation or sale is unlawful. Seedrs does not provide legal, financial or tax advice of any kind. If you have any questions with respect to legal, financial or tax matters relevant to your interactions with Seedrs, you should consult a professional adviser.

Tax Relief (SEIS)

This business is eligible for SEIS relief - providing qualifying investors with income tax relief of 50% of their investment and certain other tax reliefs. Tax treatment depends on individual circumstances and is subject to change in future. Click to learn more.

Tax Relief (EIS)

This business is eligible for EIS relief - providing qualifying investors with income tax relief of 30% of their investment and certain other tax reliefs. Tax treatment depends on individual circumstances and is subject to change in future. Click to learn more.

Valuation (pre-money)

Valuation rounded from £28,023,936

This is the fully-diluted pre-money valuation of the business (i.e. before the new investment comes in and including issued options and other equity interests). In contrast, the post-money valuation is based on inclusion of the new investment in the value.

It is calculated as the pre-money valuation plus the amount of new investment. e.g. If Company A is ascribed a pre-money valuation of £1,200,000 by prospective investors investing £300,000, its post-money valuation is £1,500,000.

The investee business is responsible for setting its own valuation, it has not been prescribed by Seedrs.

Pitch type

There are 5 types of investment pitch available on Seedrs.

  • Equity
  • Convertible
  • Fund
  • Cohort
  • Secondary

Investing in a regular equity campaign is the simplest and most common way to invest in a startup. You decide which business you want to invest in, and if the campaign hits its funding target then you will become one of their shareholders. As the company becomes more valuable, so do your shares; allowing you the opportunity to share in the future success of the business.

Learn more about pitch type on Seedrs

Equity Offered

The equity offered is the percentage of the company’s shares being issued in return for the amount of investment raised.

When the amount raised is less than 100%, the equity offered is based on the target raise. Once the company has raised over 100% it is based on the total raised.

In some scenarios, entrepreneurs may accept additional direct investment after closing their Seedrs campaign. Provided this is within 6 months of the closing and on the same terms, we do not typically offer pre-emption rights on that extra investment (where you have the opportunity to invest again to maintain your percentage shareholding).

Learn more about investing and pre-emption rights.

Seedrs nominee

This shows if you are able to choose, when making an investment, that you be represented by, and your shareholding be managed by, the Seedrs nominee.

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Custodian

If you invest in this Campaign, Seedrs will act as Custodian rather than provide our standard nominee service. This is due to the fact that the business is not directly involved in the share sale and Seedrs will not benefit from any rights under a shareholder agreement. As a result, Seedrs will handle administrative tasks as we do normally, but you will not have information or voting rights, updates from the business, preemption on future fundraising, or ongoing support about business trading activity.

Learn more about Custodian here

Secondary market

This shows if the business has opted-in or opted-out of allowing its shares to be bought and sold on the secondary market.

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Direct investment

This is an option to invest and hold shares 'directly' in the company (rather than via the Seedrs Nominee). This option is only available to those investing over the threshold amount, which is determined by the fundraising company.

If you choose to hold your shares directly, you will be responsible for any contractual or administrative arrangements with the company you are investing in.

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Payment options

We are not able to accept card payments for investments into this sector. You can pay for your investment by creating a bank transfer, using funds in your investment account or create a Pay by Bank payment. Your investment will only be completed once the funds have reached our account.

Business Involvement

This Campaign offers shares for sale in business that is not directly involved in this Campaign or the sale. As a result, the Campaign and post-investment experience, including investor rights, will differ from a business-led campaign on Seedrs. Most notably, the business will not engage with investors in the discussion forums both during and after the sale or provide any updates to investors.

Learn more here

Payment options

We are not able to accept Pay by Bank payments for investments into this sector. You can pay for your investment with a card payment, by creating a bank transfer or by using funds in your investment account. Your investment will only be completed once the funds have reached our account.

Drawdowns

This campaign offers the ability to pay for an investment by drawdowns.

Warning

You are following a link outside of www.seedrs.com.

None of the information in constitutes part of the campaign and it has not been approved or reviewed by Seedrs.

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