On the latest episode of Behind the Buyouts, VMG Partners managing partner Robin Tsai discussed the firm’s consumer-focused investment strategy, portfolio and outlook for dealmaking.

VMG backs founder-led brands with strong consumer loyalty, repeat purchases, premium pricing power, management quality and long-term sustainable demand.

The firm evaluates opportunities across beauty, food, wellness and consumer services while providing operational and talent support post-investment. The firm cultivates relationships with founders and entrepreneurs years before investing in businesses.

VMG’s investments include sunscreen brand Vacation Inc., fragrance company Snif, better-for-you sour candy brand Fruit Riot, fitness franchise Solidcore Holdings LLC and piercings and accessories chain Rowan.

Despite a slowdown in consumer M&A over the past few years, Tsai said category-leading brands continue to attract strong buyer interest.

Listen to the podcast with Robin Tsai below:

More podcasts from The Deal are available on iTunes, Spotify and on TheDeal.com.