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December 5 - 7, 2021
Monarch Beach ResortDana Point, CA

Anthony Choe
Founder at Provenance Digital


Anthony Choe is the founder of Provenance, a growth-stage private investment firm focused on digitally-intensive omnichannel brands. Provenance uses a highly analytical approach for due diligence and strategy development that is unique in the marketplace, partnering with the thought leaders in statistically-driven predictive customer lifetime value analytics to help identify and drive growth and efficiency in its investments, as well as using proprietary methods to help define a brand’s “tribe.” A value-added investor, Provenance assists its companies in multiple areas including brand development, digital optimization, retail, direct mail, and wholesale strategies.

Anthony is a veteran investor in the consumer space, and prior to founding Provenance, was a partner at Brentwood Associate, where he built the first dedicated private equity strategy for omnichannel brand investing in 2005, leading to top-quartile investment results. In aggregate, Anthony has led investments totaling over $400 million, generating over $1.4 billion for investors, with no losses on new platform investments since 1999.

Prior to Brentwood, Anthony was an analyst at Donaldson, Lufkin & Jenrette in New York from 1994-1996, where he focused on mergers & acquisitions, high yield financings, and leveraged buyouts. He is a Phi Beta Kappa graduate of Harvard, where he graduated with a bachelor’s degree in economics, magna cum laude. In addition to his investing activities, Anthony is a guest lecturer on private investing at the UCLA Anderson School and is a member of YPO.