# Beyond22 > Beyond22 is a private fund backed by a single capital partner, run by founder-operators. We invest in early-stage Israeli founders building global consumer ventures across digital and physical categories. ## Who we are Beyond22 is an early-stage consumer fund based in Tel Aviv and New York. Founded by Suf Kletter (Co-founder & Managing Partner) and Omer Sher (Co-founder & Investing Partner). Both are operators who built consumer ventures themselves before becoming investors. ### Suf Kletter, Co-founder & Managing Partner Fifteen years building consumer companies. Spent six of them building Phenolife, a consumer wellness brand sold across the US and Europe through DTC and retail. Before that, founding team at DAU-UP, a performance marketing agency that worked with leading gaming studios including Playtika and Zynga, and was later acquired. Built every function of a consumer company: product, growth, brand, team. Suf doesn't evaluate founders from the outside. He still operates like one. ### Omer Sher, Co-founder & Investing Partner 20 years in consumer at P&G as Chief Digital & Growth Officer. Led global growth and digital for both the Pampers brand ($10B+) and P&G's Specialty Beauty portfolio of DTC brands. Today, alongside Beyond22, still serves as CMO/CGO for select brands and startups. Omer has done what few investors have: launched new ventures from scratch and scaled established brands to hundreds of millions of consumers. He brings both playbooks to every founder he backs. ## What makes us different Consumer is all we do. Products that earn attention, shape behavior, and become part of daily life. Screen, shelf, or both. A private fund, not a VC machine. Fast decisions. Full flexibility. Long-term alignment. We're structured around what's good for the business, and we give our founders the attention they deserve. Consumer brands take time to compound. We're built for that patience. Built by operators. We've built consumer ventures ourselves. We show up for the GTM sprint, the pivot conversation, the 11 PM crisis call. We help sharpen go-to-market, recruit key talent, and make the hard calls. From Dizengoff Square to Union Square. We've built brands on both sides of the ocean. We don't just advise on going global. We help founders build the relationships, channels, and presence to win in the US. ## Why Beyond22 exists Consumer is the most overlooked opportunity in Israeli venture. Founders need traction to raise capital, but need capital to build traction. Most early-stage consumer founders hit this wall because most investors lack the playbook to evaluate consumer ventures without hard data. They wait for proof. We don't. We come from consumer. We know what to look for before the metrics show up. The founder instincts, the category dynamics, the early signals that don't fit neatly into a spreadsheet. We back the founders we believe in, not the numbers they haven't had the chance to build yet. The next iconic consumer brands will be built in Israel. Israeli founders have built global leaders in nearly every category. Consumer is the next frontier. The talent and the drive are here. What's been missing are investors who truly understand consumer: how to evaluate early-stage brands, build demand, and scale globally. ## What we invest in We back Israeli founders (Israel-based or Israeli-led) building global consumer businesses, at pre-revenue to early-traction stage. We invest in ventures where the user is an individual consumer, the consumer is aware of the brand, and success depends on winning consumer adoption, love, retention, and repeat purchase. This includes consumer tech and apps, consumer brands (DTC and omnichannel), commerce, community, and marketplaces with a clear consumer loop, and new consumer categories with global potential. We typically avoid B2B, late-stage, capital-heavy models without a credible path to early validation, and businesses without clear unit economics. ## What we look for - Clear job-to-be-done with evidence the pain is real - A product people genuinely want, with pull rather than push - Clear thinking on how demand will be generated, ideally with an edge - A path to strong unit economics that supports scalable growth - A big global opportunity, large existing market or clear adjacent expansion - Ability to validate key assumptions quickly with real market signals - Teams that learn fast, are open to feedback, and execute ## Portfolio - **Fans Legacy** — Fans Legacy turns sports fandom into a family legacy, creating officially licensed products with top global clubs that shape the next generation of fans. - **Coravana** — Coravana is a premium fashion jewelry brand designing bold, sparkling, handcrafted pieces that turn everyday moments into statements women want to wear. - **Living in Sunshine (LISS)** — LISS is a premium beach gear and lifestyle brand for surfers and sea lovers, designing patented, eco-conscious products that make coastal life easier. - **Kimba** — Kimba is pioneering AI-powered scent therapy, using biosignals to release personalized scents at the right moments for deeper, clinically proven sleep. - **Betteroo** — Betteroo is a personalized AI app that helps parents navigate everyday parenting challenges, starting with baby sleep, and adapting as life happens. - **Owlue** — Owlue is on a mission to end property tax overpayment, using AI to find savings and file appeals for homeowners who only pay when they actually win. - **Invitfull** — Invitfull is an AI concierge for event planning, turning the hassle of organizing social gatherings into something playful, personal, and effortless. - **The Real Cereal Co.** — The Real Cereal Co. reinvents classic cereals with organic, zero-sugar, gluten-free ingredients, the bowls you grew up loving, without the junk. ## Contact Website: https://beyond22.vc Founders interested in partnering can reach Beyond22 through the contact form at https://beyond22.vc. Office hours: Beyond22 holds 30-minute open slots each week for consumer founders who aren't raising yet but want to talk through what they're building. No pitch required. Locations: Tel Aviv and New York.