E-Commerce October 31, 2022

Feel secures £1.66 million equity investment from Btomorrow Ventures and closes out £10 million series A round

Long standing client, Feel, secured a £1.66 million equity investment from Btomorrow Ventures, a corporate venture capital unit of the British American Tobacco group which invests in ventures that will diversify the BAT group away from tobacco products.

With this new investment from BTV, Feel have now closed out what has been a £10 million series A round (which included participation from Fuel Ventures, Velocity Juice, TMT Investments and ITV’s media for equity fund ITV AdVentures, as well as certain UHNW individuals).

HLaw were very pleased, as always, to help long standing client Feel get this one over the line.

Boris Hodakel, Founder and CEO of Feel, commented, “I’m thrilled to be welcoming to Feel our new investors who understand our mission in empowering people to look and feel their best, through clean, high-performing, science-led, sustainable products. Their investment in the company further allows our vision of becoming a global brand by 2025, and we’re able to expand through never-before-seen fine-tuned digital experiences for users. We just launched in Germany and can’t wait for customers in other markets to discover how Feel’s brings the difference in this space.”

Humphreys Law

Deal/project: Series A funding round

Date closed: October 2022

Space: E-Commerce

Other lawyers and advisors: Freeths, acting for BTV


£10 million

£10 million