WELCOME TO

FIRELIGHT

FIRELIGHT is a highly differentiated private equity platform
dedicated to unlocking and accelerating the growth and cultural resonance
of exceptional emerging consumer and retail brands.

 
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HOW IT WORKS

Firelight is a private equity firm that invests in branded consumer & retail concepts to help businesses more effectively accelerate growth via brand management, digital transformation, operational scaling, and bespoke, disciplined financing.

Our journey starts by establishing true partnerships with exceptional founders and management teams: understanding fully the fire they have lit in their category and culture.  We bring together the right resources and means to propel these brands towards exponential growth.

Our journey starts by establishing true partnerships with exceptional founders and management teams: understanding fully the fire they have lit in their category and culture.  We bring together the right resources and means to propel these brands towards exponential growth.

Our journey starts by establishing true partnerships with exceptional founders and management teams: understanding fully the fire they have lit in their category and culture.  We bring together the right resources and means to propel these brands towards exponential growth.

OUR CRITERIA

  • Target Size: Companies with revenue of $25-100 million and EBITDA of $3-15 million

  • Deal Structure: Majority investments (will consider minority in limited situations); $10-30 million per equity investment.

  • Geography: Generally, U.S.-based, with domestic and global reach that can immediately leverage our category expertise.

  • Primary Categories: Apparel & Accessories / Health & Wellness / Pet / Beauty & Personal Care / Food & Beverage / Footwear / Home Décor / Outdoor

  • Target Characteristics:

    • Exceptional founders and management teams

    • Growing branded consumer and retail companies at inflection points where we can add value to unlock  exponential growth

Our journey starts

 
 
 
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SELECTED MANAGED INVESTMENTS

ABOUT FIRELIGHT CAPITAL PARTNERS

Firelight’s investment professionals have over 70 years of collective, successful investment and operating experience deploying over $750 million of capital in over 20 consumer growth companies.

 
 

CURRENT INVESTMENTS

 

Fromm is a manufacturer and distributor of shears, salon apparel, hair accessories, brushes, combs, foil, gloves and towels used by both professionals and consumers. Company-owned brands include Fromm Pro, The Hair Edit, and Diane. Fromm sells its products through thousands of points of distribution throughout North America and Western Europe, including at all Ulta Beauty stores. In addition to its beauty products, Fromm is one of the largest suppliers of education kits to beauty schools throughout the United States and Canada.

Brand Website:

frommbeauty.com

Fromm Pro:

frommpro.com | Instagram | TikTok

Diane:

dianebeauty.com | TikTok

The Hair Edit:

thehairedit.com | Instagram | TikTok

 
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Based in Annapolis, Maryland, Hobo designs and produces high-quality, branded leather handbags and accessories in the affordable luxury category, offering an array of stylish and “timelessly cool” leather products at accessible price points. Hobo distributes its shoulder bags, totes, wallets, belt bags, backpacks, and small leather goods through major department stores and specialty boutique retailers around the world, as well as through e-commerce channels. Today Hobo thrives as a second generation, family-operated brand that stays true to its passion and enduring design philosophy with timeless designs and flawless functionality, creating bags that appeal to consumers who value individuality, craftsmanship, and authenticity.

Brand website:

hobobags.com 

Facebook | Instagram | Twitter

 

Launched in 2016 in Draper, UT, Chalk Couture is a highly differentiated crafting business providing the ultimate high quality home décor product suite. Thousands of proprietary transfers, surfaces, chalk pastes, and accessories make constructing your own DIY art pieces easy for anyone, regardless of artistic ability or previous experience. The Company utilizes a community-building and enthusiast-based direct selling model coupled with the power of social media to expand its brand and reach new customers. The Company’s dedicated and passionate independent sales consultant base, thriving direct-to-consumer model and growing subscription service, all supported by sophisticated infrastructure, position the brand for unparalleled growth.

Brand website:

chalkcouture.com

Facebook | Instagram

 
 

PAST INVESTMENTS

 

Three Dog Bakery is a manufacturer, marketer, and distributor of premium, all-natural dog treats and food made with high-quality and wholesome ingredients.  The company develops and sells a wide range of baked, all-natural treats, and provides a complete offering, including all-natural, slow baked biscuits, dog-training treats, soft-baked cookies, meat-based treats, dry and wet dog food.  The Company is known for being the “Original Bakery for Dogs”, and operates a network of retail bakeries, where customers can find their favorite fresh-baked and handcrafted treats, as well as an assortment of accessories. Three Dog Bakery is the natural, wholesome way to love your dog!

Brand website:

threedog.com

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CONTACT

RICK PERKAL

Managing Partner & CEO
Phone: (917) 331 1925
Email: rick@firelightcapital.com

Rick Perkal is the Chief Executive Officer and a Managing Partner of Firelight Capital Partners. Previously, Rick was a Senior Managing Director with IPC, where he focused on investments in the consumer & retail sectors. During his time at Irving Place, Rick was instrumental in the founding of Star Avenue Capital, a growth equity firm focused on investments in the consumer & retail sectors. Prior to joining Bear Stearns Merchant Banking (the predecessor to Irving Place Capital) in 2000, Rick headed the corporate practice of the Washington, D.C. office of Kirkland & Ellis, where he served on the finance and operations committees.

Rick is currently on the Boards of: Chalk Couture Holdings, LLC; RECW Holdings, LLC (Hobo); Three Dog Bakery Holdings, LLC; Pet Supplies Plus Holdings, LLC, the third-largest pet specialty retailer in the U.S.; It’Sugar, LLC, a 96-store chain of specialty candy and gift stores; and Maximum Human Performance, LLC, a marketer and manufacturer of sports nutrition products. He is also the Non-Executive Chairman of: Cartoon Cuts, L.P., the first chain of children’s hair salons in the U.S., which he co-founded in 1991. Rick previously served on the Boards of Aeropostale, Inc., Vitamin Shoppe, Inc. (NYSE:VSI), New York & Company, Inc. (NYSE: NWY), Camelbak, LLC, Stuart Weitzman, LLC, Cabi, LLC and Millennium Laser Eye Centers, LLC, a laser eye surgery center company that he co-founded and successfully sold in 2002. Rick also served as Lead Director at Vitamin Shoppe, Inc. as Chairman of Pet Supplies “Plus” and as Non-Executive Chairman of Willagirl, LLC, a teenage healthy skincare social selling company that he co-founded in 2014. Rick is a member of the Board of Overseers of the Benjamin N. Cardozo School of Law.

PAT COLLINS

Managing Partner
Phone: (415) 793-7455
Email: pat@firelightcapital.com

Patrick Collins (“Pat”) is a Managing Partner of Firelight Capital Partners. Pat was most recently a Managing Partner at Grand Crossing Capital, a Chicago-based family investment office that invests in branded consumer & retail companies. At Grand Crossing, Pat was involved in the successful investment in Everglades, a manufacturer of premium offshore fishing boats. Previously, Pat was a Partner at JH Partners, a private equity firm that invests in consumer products and retail businesses with more than $900 million under management. Pat was responsible for, or played an active role in, eleven investments at JH, including high growth consumer products companies such as Bare Escentuals and Jurlique and successful retailers such as J. McLaughlin.

Pat’s experience spans most consumer sectors, but he has particular expertise in beauty and personal care, retail expansion, direct marketing, financial and operational restructurings, and both domestic and international consumer products distribution. Prior to JH, Pat was a private equity investment professional at Behrman Capital in San Francisco and an investment banker at Merrill Lynch & Co in New York. Pat previously served on the Board of Directors of Neutral, AmeriMark, Image Entertainment, Country Home Products, and Everglades.Pat is currently on the Boards of: FDHE Holdings. LLC (Fromm); Chalk Couture Holdings, LLC and RECW Holdings, LLC (Hobo).Pat received a B.A. in Economics from Yale University and an M.B.A. from Harvard Business School.

NACHO JUELLE

Senior Associate
Phone: (787) 587-0610
Email: nacho@firelightcapital.com

Nacho Juelle is a Senior Associate at Firelight Capital Partners. Prior to joining Firelight, Mr. Juelle was a manager at Ernst & Young within their financial practice. Mr. Juelle holds a B.S. in Finance and Accounting from Sacred Heart University and an M.B.A from Columbia Business School. Mr. Juelle has earned the CFA designation and is an active CPA.

ERIC LENTINI

Associate
Phone: (917) 539-2916
Email: eric@firelightcapital.com

Eric Lentini is an Associate of Firelight. Eric started his career at ING Barings as an equity research analyst covering media and telecom. Prior to joining Firelight, Eric led the financial planning and analysis function at Broadway Video, a media and entertainment company that produces television programming including Saturday Night Live and Late Night with Jimmy Fallon. Eric holds a B.A. in History from Columbia University, and an M.B.A. from Columbia Business School.

TOM PSARAS

Senior Analyst
Phone: (407) 399-2441
Email: tom@firelightcapital.com

Tom Psaras is a Senior Analyst at Firelight Capital Partners. Prior to joining Firelight, Tom spent three years in investment banking at Cross Keys Capital, performing sell-side M&A advisory services to clients in the middle market and lower middle market. At Cross Keys, Tom delivered successful outcomes to companies in the Consumer, Tech, Industrials, Business Services, and Healthcare sectors. Before his time in M&A, Tom worked in various roles in  private equity and venture capital. Tom holds a B.A in Finance and Business Management from the University of North Florida.

 PRESS & MEDIA


January 2024
Firelight Capital Acquires Fromm International
The hair tools and accessories manufacturer, which also owns brands The Hair Edits, Fromm Pro and Diane, has been acquired by Firelight Capital Partners


November 2019
Hobo Finds Some New Friends
Rick Perkal’s Firelight Capital Partners, which focuses on helping companies accelerate their growth, led an investment round in Hobo.


January 2017
Firelight Capital Backs First Deal with Three Dog Bakery
Firelight Capital Partners, a consumer-focused firm made its first deal, investing in natural dog treat company Three Dog Bakery.