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.
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.