M&A Deal Summary

TSG Consumer Partners Acquires PHLUR

On July 22, 2025, private equity firm TSG Consumer Partners acquired consumer products company PHLUR from Prelude Growth Partners

Acquisition Highlights
  • This is TSG Consumer Partners’ 18th transaction in the Consumer Products sector.
  • This is TSG Consumer Partners’ 54th transaction in the United States.
  • This is TSG Consumer Partners’ 5th transaction in Texas.

M&A Deal Summary

Date 2025-07-22
Target PHLUR
Sector Consumer Products
Buyer(s) TSG Consumer Partners
Sellers(s) Prelude Growth Partners
Deal Type Buyout (LBO, MBO, MBI)
Advisor(s) Raymond James - Investment Banking (Financial)
Mintz Levin Cohn Ferris Glovsky and Popeo
Polsinelli (Legal)

Target

PHLUR

Austin, Texas, United States
PHLUR is a digital fragrance company that's completely reimagining how customers buy, wear, and learn about scent. PHLUR provides complete transparency into its ingredients and processes, using an intentional balance of materials derived from botany and from the lab to create stunning scents that are safer for skin and safer for the planet. PHLUR was founded in 2015 and is based in Austin, Texas.

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Buyer(S) 1

Buyer

TSG Consumer Partners

Stamford, Connecticut, United States

Investor Investor Investor Investor Investor


Category Private Equity Firm
Founded 1987
PE ASSETS 14.0B USD
Size Mega
Type Sector Focused
DESCRIPTION

TSG Consumer Partners (formerly known as The Shansby Group) is a specialist private equity firm focused on acquiring and building mid-sized, branded consumer companies. TSG invests in private and publicly traded companies, and will consider both majority and minority equity positions. Specific sectors of interest include apparel, beauty, e-commerce, personal care, retail, food/beverages, restaurants, health/wellness, household products, and pet care. TSG looks for companies with sales between $20 million and $1.5 billion and can invest commit up to $500 million per transaction. TSG Consumer Partners was formed in 1987 and is based in San Francisco, California.


DEAL STATS #
Overall 61 of 62
Sector: Consumer Products M&A 18 of 18
Type: Buyout (LBO, MBO, MBI) M&A Deals 25 of 25
State: Texas M&A 5 of 5
Country: United States M&A 54 of 55
Year: 2025 M&A 5 of 6
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2025-06-30 NRGreen

Nærum, Denmark

NRGreen delivers design, installation, and maintenance services for photovoltaic systems with battery storage. NRGreen is based in Nærum, Denmark.

Buy -
FOLLOWING DEAL
DATE TARGET DEAL TYPE VALUE
2025-11-13 Pura Vida Miami

Miami Beach, Florida, United States

Pura Vida Miami is a wellness-focused café and lifestyle brand, with multiple locations across Florida, New York, and California. Their model focuses on delivering fresh, nutritious, chef-driven dishes in a casual, stylish environment. Pura Vida Miami is headquartered in Miami Beach, Florida.

Buy -

Seller(S) 1

SELLER

Prelude Growth Partners

Investor Investor Investor Investor Investor


Category Growth Capital Firm
Founded 2017
PE ASSETS 250M USD
Size Small
Type Sector Focused
DESCRIPTION

Prelude Growth Partners is a growth capital investor focused on the consumer sector. The Firm looks to provide entrepreneurs, founders, and management teams with capital and operating support to help build strong consumer brands. Specific areas of interest include personal care, beauty, food & beverage, baby, pet, health/wellness, and other consumer product, service and technology companies. Prelude Growth Partners was established in 2017 and is headquartered in New York City.


DEAL STATS #
Overall 5 of 5
Sector: Consumer Products M&A 4 of 4
Type: Buyout (LBO, MBO, MBI) M&A Deals 1 of 1
State: Texas M&A 1 of 1
Country: United States M&A 5 of 5
Year: 2025 M&A 2 of 2
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2025-03-11 8Greens

Edison, New Jersey, United States

8Greens is a health and wellness brand helping on-the-go, mainstream consumers stay healthy with an easy and tasty way to incorporate vegetable-based nutrients into their diet. 8Greens was founded in 2015 and is based in Edison, New Jersey.

Sell -