Firelight Capital Partners has launched a “first of its kind” investment firm model, which provides companies with private equity-based investment and operations expertise along with brand and marketing oversight and resources.
The company was started by former senior private equity partners from well-known private equity firms, together with the founders of creative agency YARD.
Firelight offers capital and capabilities in infrastructure-building and omni-channel investment strategy, including wholesale, e-commerce and retail, as well as brand and marketing strategies. Firelight is dedicated to unlocking growth and cultural resonance in lower-middle market consumer-branded companies across a range of retail categories, including apparel and accessories, pet care, beauty and personal care, health and wellness, recreational equipment and products, and food and beverage.
Firelight is led by its chief executive officer Rick Perkal, who has more than 30 years of involvement in the private equity industry. Pat Collins serves as Firelight’s managing partner and is a former partner at JH Partners, a San Francisco-based consumer-focused middle market private equity firm.
“Stephen and Ruth from YARD were the perfect partners for us to form Firelight. They bring the marketing and brand building expertise needed to provide a complete platform to our private equity investments. Our combined expertise will help firms operate and grow more efficiently while also accelerating their brands,” says Perkal.
“We are thrilled to join forces with Rick and Pat to launch Firelight,” says Ruth Bernstein, operating partner of Firelight and co-founder and chief strategic officer of YARD. “There’s a huge opportunity for the Firelight team to take small to mid-sized businesses with the right investments and brand strategy to help set them up for exponential growth. This partnership allows YARD to remain focused on its client base while providing marketing oversight to firms that operate within different markets.”
Firelight has completed its first investment in Three Dog Bakery, a manufacturer and distributor of all-natural dog treats and food. The investment will help propel the company’s growth and expansion to meet increasing consumer demand for high quality pet consumables. The terms of the investment were not disclosed.
“We look forward to partnering with a company with the authenticity and potential of Three Dog Bakery, and are confident that together we will build on the brand’s success by developing innovative new products and increasing its distribution through both e-commerce and retail outlets,” says Perkal.
