Soft Surroundings, a leading direct marketer and specialty retailer of branded apparel, accessories, beauty products and home furnishings, announced it has sold a majority interest in the company to form a strategic partnership with Brentwood Associates, a leading consumer-focused private equity firm. Dow Jones reports the deal at $150 million to $200 million.“Brentwood invests in authentic, differentiated brands led by exceptional management teams, whose focus on accelerating growth can leverage our broad industry and business expertise,” Eric Reiter, a partner with Brentwood Associates, said in the interview with Dow Jones. “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.”
