The bookshelves and coffee tables at the offices of the clandestine disinterestedness close Brentwood Associates action a window into its consumer-focused portfolio: Sundance catalogs with artisan adornment and artist jeans; airheaded for vegan cuisine at Veggie Grill; jotter and calendars from Paper Source; DVDs for The Abundant Courses lectures on capacity as assorted as astrochemistry and wine tasting.
These companies allotment a characteristic, and it is not barter with ample disposable incomes, a surplus of chargeless time or an absorption in self-improvement. Rather, all of these brands accept a angrily loyal chump base.
“Over time, that’s absolutely what drives bazaar share,” said Bill Barnum, who co-founded Brentwood’s clandestine disinterestedness convenance in 1984. It has aback invested in added than 40 companies with a absolute transaction value, or bazaar amount of disinterestedness at the time of the accord added debt, of added than $5 billion.
The firm, which has added than $650 actor beneath administration and is adopting its fifth consumer-focused fund, began honing its accepted advance action in the 1990s, aback abounding brands were hitching their fates to the cast of Walmart and Target.
“We accomplished we didn’t appetite to buy companies that
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