Suburban Philadelphia-based Guardian Capital Partners, a private equity firm based in that invests in lower middle market consumer products, niche manufacturing, and specialty service companies, recently invested in a Texas data-driven consumer products company.
The company invested in Austin-based Upper Echelon Products. The company sells technology and consumer products through e-commerce marketplaces under the brands Café Du Chateau, Everlasting Comfort, Le Chateau and Repel.
Upper Echelon’s executives and its co-founders Joe Federl and Travis Killian will continue to operate the company.
“Guardian is extremely excited to partner with Upper Echelon’s co-founders and management team,” Scott Evans, Guardian managing partner, said. “The company’s proprietary approach to new product development and selling into the e-commerce channels is cutting edge. The consumer shift of shopping from brick and mortar retail to e-commerce is significant, and Upper Echelon is well-positioned to continue leading its consumer products strategy in this marketplace.”
The partnership with Guardian Capital is exactly what Upper Echelon needs to take the company to the next level, Killian said.
“Upper Echelon is still in its early days, and we are excited about further building the organization and growing from an e-commerce first mover to an e-commerce market leader,” Federl said.