Roughly two weeks after Rock River Capital Partners closed its first fund, Rock River Capital Partners Fund I, they announced their first investment. Rock River Capital Partners announced capital investment in the Madison-based start-up Gravy (

“Gravy is a disruptive eCommerce company that has the potential to reshape the way we discover and shop for new products on our mobile phones. We have looked at nearly 200 businesses as possible investments and Gravy stood out as an innovative company with a strong leadership team and solid growth potential,” said Andy Walker, one of two partners of Rock River Capital Partners.

Gravy is a social shopping platform that uses gamification to turn boring eCommerce shopping into fun, live mobile shopping events. Every night at 8:30ET, Gravy hosts a shopping show that features a new, innovative product. The live audience has the chance to win cash prizes, and compete for deals on the featured product in a unique dropping price shopping game.

“The investment by Rock River Capital Partners gives Gravy a strong Wisconsin-based partner to help us continue to accelerate our growth,” said Brian Wiegand, CEO and co-founder of Gravy. “As part of this investment round, Gravy has also secured funding from MSA Capital, one of China’s leading social eCommerce investment firms, which gives us a fantastic set of resources both here in Wisconsin and globally.” Read the full story here.