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New PE firm Firelight Capital Partners debuts

New York City-based Firelight Capital Partners, a new private equity firm focused on retail brands, has launched. Rick Perkal, a former senior managing partner at Irving Capital, is leading Firelight as CEO.


NEW YORK, NY January 11, 2017 – Firelight Capital Partners today announced the launch of a “first of its kind” investment firm model, which provides companies with the much-needed combination of 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 strategically-driven creative agency YARD.

Providing a differentiated model, 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 & accessories, pet care, beauty & personal care, health & wellness, recreational equipment & products, and food & beverage.

Firelight is led by its Chief Executive Officer, Rick Perkal, who has more than thirty 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,” said Rick Perkal, Chief Executive Officer at Firelight.

“We are thrilled to join forces with Rick and Pat to launch Firelight,” said 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 is also announcing the completion of 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,” continued Perkal.

ABOUT FIRELIGHT CAPITAL PARTNERS: Firelight Capital Partners (“Firelight”) is a private equity firm dedicated to unlocking and accelerating the growth and cultural resonance of exceptional emerging consumer and retail brands. Firelight is a partnership between established private equity investors and the founders of YARD, a New York-based consumer-focused brand and marketing strategy agency. For more information, please visit:

ABOUT YARD: YARD is a fully integrated, strategically driven creative agency. YARD combines brains, beauty and bravery to transform businesses and turn brands into cultural beacons. For more information, please visit:

ABOUT THREE DOG BAKERY: Founded in 1989 and based in Kansas City, Missouri, Three Dog Bakery develops and sells a wide range of baked, all-natural pet treats, and provides a complete offering across the consumables spectrum. The company sells its products through over 40 unique channels in the United States and internationally. In addition to longstanding distribution partnerships, Three Dog Bakery also operates as an owner and franchisor / licensor of 42 retail bakeries across the United States, Canada and Hong Kong, where it sells its unique, craft-baked products, branded food and treats, and general merchandise.

ABOUT RICK PERKAL: Rick Perkal is Firelight’s Chief Executive Officer and formerly a senior managing director of Irving Place Capital where he focused on investments in the retail and consumer sectors. There, he led or co-led investments in a broad range of well-known consumer and retail firms. Mr. Perkal was instrumental in the founding of Star Avenue Capital, a growth equity firm focused on investments in retail and consumer branded companies. Earlier in his career, Mr. Perkal was a Senior Partner at Kirkland & Ellis.

ABOUT PAT COLLINS: Pat Collins is a Managing Partner of Firelight. Prior to joining the firm, he was a Managing Partner at Grand Crossing Capital, a family backed private equity firm focused on investments in consumer businesses. Before that, he spent most of his career with JH Partners, most recently as a Partner, where he led or co-led investments typically in high growth branded consumer products and retail businesses and was responsible for or actively involved with several high profile well-known brands. Prior to JH, he held roles at Behrman Capital and Merrill Lynch.

CONTACT: Melissa Daly, MFD Communications, 646-322-9192 or