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Global private equity heavyweight Bain Capital to acquire EcoMarketing has become the latest deal stirring Asia’s consumer-brand landscape, as talks intensify over a potential purchase of the company’s largest shareholder stake.

Investment banking sources said Tuesday that Bain Capital has entered discussions to buy out the controlling equity in EcoMarketing, the parent company of athleisure standout Andar, a brand that has sprinted from niche to national leader.

From Marketing Firm to Brand Powerhouse

EcoMarketing began as a specialized marketing agency but dramatically reshaped its trajectory after acquiring Andar in 2021. Since then, Andar has been scaled into South Korea’s No. 1 athleisure brand, becoming the company’s flagship growth engine.

Beyond Andar, EcoMarketing has expanded its footprint by nurturing additional brands including Daily&Co, Klug, and Mongze, stitching together a diversified consumer portfolio that blends fashion, lifestyle and marketing expertise.

Record Numbers Draw Investor Attention

In the third quarter of this year, EcoMarketing posted 117.8 billion won in revenue and 15.5 billion won in operating profit, setting a record quarterly high, according to industry data. The figures underscore why Bain Capital’s interest is gaining traction as competition for scalable consumer brands intensifies.

Founder’s Stake at the Center

EcoMarketing’s largest shareholder is its founder and CEO, Kim Cheol-ung, whose equity stake is valued by the market at approximately 100 billion won. Bain Capital’s talks are focused on acquiring this controlling interest, people familiar with the matter said.

Bain’s Consumer Playbook

Bain Capital has been aggressively expanding its presence in consumer goods and brand-driven companies, with a notable track record in the beauty sector. Its past investments include CLASSYS, a medical aesthetics device firm, and ILOODA, a beauty device manufacturer.

Industry observers say EcoMarketing’s blend of brand ownership and marketing infrastructure fits neatly into Bain’s strategy of backing platforms capable of rapid scaling — much like spotting a rising current before it becomes a tidal wave.