Home / Knowledge / News / Apparel/Garments / PE firm buys stake in apparel retailer Soft Surroundings
PE firm buys stake in apparel retailer Soft Surroundings
07
Aug '12
Soft Surroundings, a leading direct marketer and specialty retailer of branded apparel, accessories, beauty products and home furnishings, announced that it has sold a majority interest in its company to form a strategic partnership with Brentwood Associates, a leading consumer-focused private equity firm. 

Soft Surroundings will continue to be actively managed by CEO Tom Wilcher and President Robin Sheldon.  In partnership with Brentwood, the team will remain focused on building the unique and compelling lifestyle brand through expanding both the direct (catalog and e-commerce) and retail channels.

Tom Wilcher, CEO of Soft Surroundings, expressed his enthusiasm for the new partnership and growth prospects for the Company, commenting, "We are proud of what we have achieved to date and are excited to bring on a value-added partner in Brentwood that will help us continue to grow our business."

Robin Sheldon, president and co-founder added, "Brentwood has a clear understanding of the importance of brand in today's retail world and will be a strong influence in maintaining our unique position." Grant Williams, co-founder and majority shareholder of Soft Surroundings, added, "Brentwood's expertise and successful record in the direct-to-consumer and retail sectors will prove to be a huge asset in expanding our brand."

Founded in 1999 by the current executive team of Robin Sheldon, Tom Wilcher, and Grant Williams, St. Louis-based Soft Surroundings is a unique, multichannel lifestyle brand, offering proprietary apparel, beauty and home solutions to today's active woman who has tremendous demands on her time.  Tom and Grant were also a part of the group that sold Home Decorators Collection, Inc., a home furnishings catalog and internet retail company, to The Home Depot in 2006.

"Brentwood invests in authentic, differentiated brands led by exceptional management teams, whose focus on accelerating growth can leverage our broad industry and business expertise," said Eric Reiter, partner with Brentwood Associates. "Soft Surroundings has carved out a unique niche within the women's apparel market, targeting an underserved consumer and bringing her special products and a unique customer experience."

In addition to growing its highly successful catalog and e-commerce business, Soft Surroundings is expanding its retail store network, with recent store openings in Kansas City, MO and Denver, CO.  The Company is also planning new store openings in leading malls and lifestyle centers in Boston, MA, San Antonio, TX and Houston, TX by the end of 2012.

"Soft Surroundings is a stellar example of spot-on product mix with truly pleasing customer service, all delivered by a strong and enthusiastic management team – a winning formula for a successful growth strategy," said Roger Goddu, partner with Brentwood Associates.


Must ReadView All

Textiles | On 26th Jun 2017

US initiates probe into PSF imported from 5 nations

The department of commerce of the US has initiated investigations for ...

Textiles | On 26th Jun 2017

USTR announces AGOA review for Rwanda, Tanzania & Uganda

The office of the US trade representative (USTR) has announced the...

Textiles | On 26th Jun 2017

Braskem invests in polypropylene production facility in US

The Board of Directors of Braskem, one of the largest producer of...

Interviews View All

Mohammad Mamun Ar Rashid
UL VS Bangladesh Ltd

Productivity, creativity and innovation play a vital role in the growth of ...

Smita Murarka
Amanté

‘There is huge demand in the Indian lingerie market for non-wired styles.’

Asim Dalal
Indo Count Retail Ventures

Today, there is no other emerging market as India, "we make in India and...

Mohammad Hassan
Biax Fiberfilm

About one in every 20 patients picks up an infection while hospitalised....

Larry L Kinn
Suominen Corporation

Larry L Kinn, Senior Vice President - Operations Americas of Suominen...

Kai Poehler
Voith Paper GmbH & Co. KG

The glass mat industry is growing by five to eight per cent annually. Kai...

Robert Brunner
Devereux

Golfwear and menswear brand Devereux is set for greener pastures. Robert...

Madhu Jain
Madhu Jain

She grew up in the walled city of Old Delhi, completed her studies, and...

Igor Chapurin
Chapurin

"Now we can see the Russian trend in international fashion. And Russian...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

news category


Related Categories:
July 2017

July 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search