Multi-channel apparel retailer Boston Proper has found a new home with Los Angeles-based equity investment firm Brentwood Associates.
The direct-to-consumer business was formerly owned by Chico’s Inc., though details of the agreement with Brentwood were not disclosed. In partnership with existing Boston Proper management, including Boston Proper president and chief merchandising officer Sheryl Clark, Brentwood will refocus on building a unique and compelling direct-to-consumer lifestyle brand through Boston Proper’s print, digital and social channels.
“Boston Proper has been catering to a very particular niche for nearly 25 years. The demographic can best be described by its attitude – ‘wear it like no one else’,” Clark explained. “These women don’t fall into traditional categories. What they do have in common is the desire to feel sexy but polished in such a way that’s impossible to ignore. The Boston Proper woman is on trend, but she makes it her own in unexpected ways, and she looks to us for fashions she knows no one else will be wearing.”
Eric Reiter, a partner at Brentwood, said, “Brentwood has been a loyal and longstanding fan of Boston Proper and its management team, having tracked the business for over a decade,” adding, “They occupy a unique and compelling niche within the women’s apparel and accessory market, and we believe we can be a valuable partner in their next stage of growth.”