Theo Fennell has joined forces with Endless LLP in a buyback of the eponymous jewellery brand he founded in 1982.
The deal comes a month after the company fell into administration under its current owners, a consortium of investors including financier Jon Moulton and Nectar scheme originator Sir Keith Mills.
Private equity firm Endless has invested through its SME arm, Enact, the Telegraph reported. The fund has previously backed the West Cornwall Pasty Company during a turnaround period.
Theo Fennell jewellery is popular with notable fans including Elton John and Liz Hurley, but its rapid expansion has been blamed for the precarious financial situation.
Fennell said the company will now go “back to our roots”.
The brand will focus on its core upmarket locations and customers, while the wholesale business will be stripped back.