Portfolio Company News: Soft Surroundings
A few weeks after closing a deal for Sundance Holdings Group, Brentwood Associates has taken a majority stake in Soft Surroundings, reported the Dow Jones LBO Wire. While Sundance found its target demographic in the 35-year-old and older niche, Soft Surroundings, another women’s apparel company that sells through multichannel retail, caters more to the 45-to-65 age range.
According to the story, Brentwood Associates had been scouting the company for a couple years; the Los Angeles firm actually had looked at the company simultaneously while contemplating a deal for Sundance.
“There are few privately held companies like this that are true lifestyle brands,” said Brentwood partner Eric Reiter. “Many retailers in this space are going younger. They’re marketing to this demographic but selling a much younger aesthetic. We felt that this company was a true representation of its target consumer.”