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© 2013–2026 Straight Forward Consultancy.

PORTFOLIO

OUR CONVICTION, IN PRACTICE.

Different businesses. Different roles. The same commitment to building long-term value.

IZGGI campaign editorial photography
01CONSUMER

IZGGI

THE IDEA

We saw an opportunity to combine deep manufacturing expertise with a direct-to-consumer model — putting more of the customer’s spend into the product itself.

THE BRAND

Today, IZGGI is building a contemporary fashion brand around quality, fit and considered design — made for how people actually live, dress and move.

SFC ROLE

INVESTMENT · STRUCTURING · STRATEGY · BUSINESS BUILDING

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02HOSPITALITY

ASK FOR ALONZO

THE IDEA

We backed Ask for Alonzo early — a neighbourhood Italian concept built around simple food, warm hospitality and the belief that a strong local restaurant could become a scalable brand.

THE BRAND

What began as a 14-seat restaurant in Hong Kong has grown across neighbourhoods and markets, while staying true to the familiarity and generosity of the Italian trattoria.

SFC ROLE

INVESTMENT · STRUCTURING · STRATEGIC ADVISORY

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Ask for Alonzo Quarry Bay restaurant exterior and terrace
Tutto Bene Homes & Stays property
03REAL ASSETS

TUTTO BENE HOMES & STAYS

THE IDEA

Tutto Bene began with an opportunity we saw in Goa — a real-estate proposition with the potential to combine long-term capital appreciation with income.

THE APPROACH

Our focus is boutique, value-driven projects where we see an opportunity to create something distinctive and commercially sound.

SFC ROLE

INVESTMENT · INVESTOR PARTNERSHIPS · STRUCTURING · PROJECT DELIVERY

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OUR EXPERIENCE

EXPERIENCE ACROSS MARKETS.

Before our portfolio evolved to where it is today, SFC worked with fashion and retail brands on international expansion across Europe, the US, Latin America and the Middle East — building experience across markets, commercial models and landlord relationships.