Orangewood Partners, a New York-based private investment firm, has led a $40 million investment in Win Brand Group, an omnichannel retail platform that buys and builds brands.

The funding round will support the firm’s omnichannel platform and its portfolio of brands. The funding will also be used to finance the firm’s acquisition of Love Your Melon, an outdoor and lifestyle brand and philanthropic organization supporting pediatric cancer.

“Our business model is built on two pillars – identifying brilliant, category-defining brands, and developing a world-class infrastructure to drive their growth across channels,” said Kyle Widrick, CEO and co-founder of Win. “Love Your Melon is a terrific addition to our portfolio and is emblematic of what we look for in the businesses we acquire: a category-defining brand in a key vertical, with passionate founders and a clear path for growth. Moreover, the support from Orangewood Partners enables us to advance our mission and create an even stronger platform that will supercharge the growth of our brands.”

“We are excited to announce our investment in Win Brands Group, which has skillfully designed an unmatched operating system to support growing e-commerce brands,” commented Orangewood managing partner Neil Goldfarb. “At Orangewood, we have closely followed the trend of e-commerce brand consolidation, and Win’s team of experts bring the ideal mix of product innovation and expansion capabilities. As such, the brands they’ve acquired have proven to grow faster and operate more efficiently than the competition. As partners, we’re eager to help accelerate the company’s already rapid growth and continue to drive value for consumer brands in this new age of retail.”

Robinson Brog Leinwand Greene Genovese & Gluck, P.C., served as legal counsel to Win. J.P. Morgan advised Love Your Melon on the transaction.