Intrepid Advises Leading Premium Craft Home Décor Brand Chalk Couture on Its Recapitalization with Firelight Capital Partners

The transaction will support the business as it continues to drive growth across  its designer base, new channels, and product portfolio.

Intrepid announced today that it acted as the exclusive financial advisor to Chalk Couture, LLC, a leading DIY craft home décor brand, on its recapitalization with Firelight Capital Partners (Firelight), a New York-based private equity firm specializing in emerging consumer and retail brand investments.

Headquartered in Draper, Utah, Chalk Couture is an established craft product brand providing the ultimate, high-quality home décor product suite that makes constructing DIY art pieces easy for the consumer, regardless of artistic ability or previous experience. The company utilizes a community-building and enthusiast-based direct selling model to expand its brand and reach new customers. Chalk Couture’s dedicated and passionate independent sales consultants (“designers”) drive a thriving direct-to-consumer model and growing subscription service offering that positions the business for continued growth.

“The Chalk Couture team is very excited to partner with Firelight to support the company in driving its next stage of growth. Firelight is committed to maintaining our unique culture and utilizing their network and expertise to fully realize the potential of the Chalk Couture brand both domestically and abroad,” commented Kristine Widtfeldt, Chief Executive Officer of Chalk Couture. “The Intrepid team understood our business and the nuances of what has made the company so successful to date. Their team worked tirelessly to find us the best partner and exceeded our expectations, going above and beyond to rapidly address all shareholders’ needs and successfully navigate the complexities of the M&A process,” added Jeff Child, President and Chief Financial Officer of Chalk Couture.

“Kristine and Jeff have done an incredible job establishing a vibrant designer community, an authentic brand, and multi-channel presence. We were proud to work with a team that inspires such strong creativity and entrepreneurship. We are excited for Chalk Couture and its passionate designer community as it continues to pursue growth with new support from Firelight’s knowledgeable team,” reflected Brandon Quartararo, Managing Director and Head of the Digital Media practice at Intrepid. “We congratulate both the Chalk Couture and Firelight teams on beginning an exciting new chapter.”

Deal Team Contacts

Brandon Quartararo, Managing Director, Head of Digital Media

Brian Levin, Director

George Nowotny, Associate

Media Contact

Andreea Popa, Director, Marketing & Communications

About Intrepid’s Digital Media Practice

Intrepid’s Digital Media practice provides M&A advisory and capital raising services throughout the value chain, from emerging growth concepts to more established models to mature public companies. Our specialized investment banking team brings deep sector expertise across agency & marketing services, digital advertising, ecommerce & marketplaces, entertainment & content, events & B2B marketing, marketing technology, and traditional & online publishing. We provide clients with robust industry insight and experience as well as a strong network of prospective buyers, decision-makers and access to key investors.

Investment banking services offered by Intrepid Investment Bankers LLC, a subsidiary of MUFG Union Bank. Member FINRA/SIPC.