Brentwood Associates Acquires Soft Surroundings

Brentwood Associates Acquires Soft Surroundings

Soft Surroundings, a direct marketer and specialty retailer of branded apparel, accessories, beauty products and home furnishings, has announced that it has sold a majority interest in the company to Brentwood Associates. “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,” said Tom Wilcher, CEO of Soft Surroundings.

Soft Surroundings is a multi-channel marketer of clothing, luxury bedding, home furnishings and beauty and fragrance products. Soft Surroundings operates a mail order catalog, an e-commerce website, and retail stores. In addition to growing its 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 Boston, MA, San Antonio, TX and Houston, TX by the end of 2012. Soft Surroundings will continue to be managed by CEO Tom Wilcher and President Robin Sheldon. The company was founded in 1999 and is headquartered in St. Louis, MO (

“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.”

OneWest Bank is acting as the administrative agent for a senior credit facility in support of this acquisition.

Brentwood Associates is a consumer-focused private equity investment firm. Sectors of interest include branded consumer products; consumer and business services; direct marketing, including direct mail and e-commerce; education; health and wellness; restaurants; and specialty retail. The firm was founded in 1972 and is based in Los Angeles, CA (

“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.

PEPD – 8/7/12

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