Jonathan Adler Teams Up with Reese Witherspoon to Elevate CBP’s Lifestyle Brand

The private equity firm Consortium Brand Partners (CBP) has acquired the home décor, furniture, and lifestyle brand Jonathan Adler, which has been expanding its modest U.S. retail presence through a ‘modern American glamour’ approach.

The deal was finalized on December 23, 2024, in collaboration with American Exchange Group, an expert in fashion accessories, design, manufacturing, and distribution.

Regarded as an iconic retailer celebrated for its vibrant, contemporary style and inventive design ethos, Jonathan Adler was established thirty years ago by the designer himself and is likely best recognized for a distinctive take on décor, furnishings, tabletop items, decorative accessories, lighting, as well as comprehensive residential and hospitality design.

Potter, designer, and author Jonathan Adler initiated his namesake brand after resigning from his regular employment to follow his true passion: ceramics. In 1993, the upscale department store Barneys acquired his pottery collection, and five years later, he launched his first shop in Soho, Manhattan, selling textiles, tabletop items, and furniture.

Currently, Jonathan Adler operates as a design firm with locations worldwide, an e-commerce platform, residential and commercial projects, and a wholesale division with more than 1,000 distribution points across the globe. The business also has around ten stores, including one in London.

CBP Acquires Jonathan Adler And More

The acquisition of Jonathan Adler marks CBP’s third purchase in the span of 18 months, following investments in other lifestyle-oriented brands, including Draper James, founded by actress and entrepreneur Reese Witherspoon, inspired by Southern American styles, and Outdoor Voices, a premium athleisure and activewear company.

In September 2023, CBP took a roughly 70% stake in Draper James while maintaining the existing management team, including CEO Erin Moennich, CFO and COO Sarah Foley, and Head of Design, Kathryn Sukey. Reese Witherspoon remains a collaborator and board member of the enterprise.

The acquisition of the athleisure brand Outdoor Voices, founded by Tyler Haney in 2013, occurred more recently in June of the previous year.

“We are excited to welcome Jonathan Adler to the CBP family,” stated Jonathan Greller, President & Co-Founder of Consortium Brand Partners. “Jonathan Adler’s remarkable talent and insight have established the brand as a cherished leader in home design for countless years. This acquisition not only broadens our offerings in the home décor sector but also augments our capacity to create engaging and timeless brand experiences that resonate with consumers across various lifestyle segments in an enjoyable and aesthetically pleasing manner.”

Alen Mamrout, President & CEO of American Exchange Group, commented on the partnership: “Working with CBP on this acquisition enables us to merge our manufacturing and distribution expertise with their capabilities in strategic investments and brand development. Together, we are dedicated to elevating the Jonathan Adler brand to new heights, expanding its global reach and product line.”

Expansion of Jonathan Adler Stores

Jonathan Adler will maintain his position as Founder and Chief Creative Officer. The company will also continue operating its retail locations in the U.S. and the U.K., through the strategic alliance with American Exchange Group, alongside expanding its physical presence and enhancing its product offerings and categories for both current and prospective international wholesale partners, according to the associates.

Consortium Brand Partners identifies itself as a “visionary growth fund manager” devoted to acquiring and enhancing high-potential brands known for exceptional products embedded in a robust ethos and impactful narrative.

American Exchange Group focuses on fashion accessory products, retail, and brand management.