Industry News

Insomnia Cookies announces investments in company

Verlinvest, Mistral Equity Partners will acquire Krispy Kreme's former stake.

Insomnia Cookies, the late-night bakery brand, has announced a milestone in its growth journey. Verlinvest and Mistral Equity Partners have increased their investment in the company and will acquire Krispy Kreme’s stake, further strengthening their commitment to Insomnia Cookies’ future.

This transaction represents a pivotal moment in accelerating Insomnia’s trajectory, the company says. Insomnia has been delivering sustained growth—achieving double-digit annual revenue increases and robust profit expansion through both organic growth and new bakery openings, it notes.

With this performance and the deepened partnership with Verlinvest and Mistral Equity Partners, the brand is now on track to scale to 1,800 bakeries globally over the next decade, it predicts.

“We’re excited for this next phase of growth with Verlinvest and Mistral Equity Partners,” says Seth Berkowitz, CEO and founder of Insomnia Cookies. “We’re united by a shared vision: to establish Insomnia as the undisputed leader in the indulgence category. With this support, we’re poised to rapidly scale and deliver more warm, delicious cookies to Insomniacs around the world.”

“We believe Insomnia Cookies has all the ingredients to become a global icon in quality indulgence: a visionary founder, a cult-like following, and a clear edge in digital convenience,” says Clément Pointillart, managing director at Verlinvest. “We’re proud to deepen our commitment to Seth and the team as we help take Insomnia across the globe.”

“We are thrilled to deepen our investment in a brand that brings joy to customers one cookie at a time. Insomnia’s world class logistics and distribution platform, high-quality products, and passionate customers have reinforced our confidence in their continued growth and success,” says Andrew Heyer, managing director at Mistral.

To further support its global growth ambitions, Insomnia Cookies has strengthened its executive leadership team with a trio of seasoned leaders:

Brent Chu, CFO – With an extensive background in consumer goods and retail finance from companies such as PepsiCo, Ferrara Candy Company, and La Colombe, Chu is spearheading Insomnia’s financial growth strategy.
Katie Seawell, CMO – A marketing executive with experience at top CPG and retail brands such as Starbucks, Seawell leads brand strategy, customer experience, and go-to-market initiatives as Insomnia enters new markets.
Stephanie Boughner, chief people officer – Boughner brings expertise in talent development and organizational culture from her experience at Curio Wellness, Aramark, and Talent Solutions TAPFIN, focusing on building a strong foundation for long-term success.