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Soft Surroundings Pampers Customers
At a time when many retailers are cutting back on store expansion, Soft Surroundings is doing just the opposite, growing its retail footprint with a prototype that brings its brand experience to life. The women’s lifestyle brand, founded in 1998 as a catalog retailer, opened its first store in 2005. But it’s only been in the past couple of years that Soft Surroundings, which also has a thriving online business, has made a big push into brick-and-mortar. (In summer 2013, private equity firm Brentwood Associates took a majority interest — 55% — in the firm.)