Serena & Lily

Serena and Lily

Serena and Lily

Lifestyle brand specializing in home and baby furnishings.

Serena and Lily is a lifestyle brand specializing in home furnishings and décor and is a leader in premium baby furnishings. Serena and Lily is the brainchild of entrepreneurs Serena Dugan and Lily Kanter; two dedicated, style-driven mothers who sought to reinvent their own children’s bedrooms. Serena and Lily sells through its catalog, online through its website and in retailers such as Neiman Marcus. Fireman Capital Partners successfully sold its investment in Serena & Lily in October 2011.

The Opportunity

Fueled by a loyal customer base, Serena & Lily successfully expanded its product line from nursery to the large home furnishings market, presenting a strong growth trajectory.

The Partnership with FCP

FCP aided in the migration and organization of the product assortment beyond infant and toddler into adult, home and lifestyle while consulting on a rebranding effort.

Collaborating with Fireman Capital is a wonderful opportunity for us to continue building Serena & Lily into a true lifestyle brand that transcends the traditional home furnishings category. As a direct-to-consumer business, there are inherent advantages in place and now we can combine resources and maximize FCP’s vast expertise to further refine our mission while maintaining the entrepreneurial roots and philosophies of our company.

Lily Kanter, CEO, Serena & Lily

Portfolio Partners

  • Hudson
  • Pilla
  • Serena and Lily
  • Evolution Fresh
  • IdeaPaint
  • Newton Running
  • CANarchy
  • Skip*Hop
  • Surfside Coffee Company
  • Portfolio