Kravis Joins Demi Moore, John Legend in Backing Organic-Food Startup

  • Thrive raises about $20 million from convertible-note sale
  • Retailer sees itself as cross between Whole Foods and Costco

KKR co-founder Henry Kravis is backing an e-commerce startup that calls itself a cross between Whole Foods and Costco.

Photographer: David Paul Morris/Bloomberg

Thrive Market, an online seller of organic food and natural products, has added prominent Wall Street names to its list of investors, which already includes actress Demi Moore and Grammy Award-winning singer John Legend.

To continue reading this article you must be a Bloomberg Professional Service Subscriber.