Eric Reiter

As it looks to grow its number of physical stores, Creve Coeur, Mo.-based Soft Surroundings has formed a strategic partnership with a private equity firm, which now has a majority interest in the largely catalog and internet-based retailer. Los Angeles-based Brentwood Associates has taken between a 50 percent and 60 percent interest in the company in a deal valued between $150 million and $200 million that closed last week, said Tom Wilcher, the chief executive of Soft Surroundings.

Private equity firm Brentwood Associates has acquired a majority stake in Sundance Catalog and plans to scale the luxury retailer, long overshadowed by its sister resort and festival, into an e-commerce powerhouse, the investment firm told TheWrap. The move came as Los Angeles-based Brentwood sold off stock in some of its niche brands — French equestrian shoemaker Ariat International and clothier Filson Holdings — to purchase what partner Eric Reiter called "a gem." 

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