Global private equity firm Bain Capital is set to acquire control of South Korean activewear company Echo Marketing in a deal valued at about $344 million, marking a significant investment in the country’s fast-growing athleisure market.
According to a regulatory filing, Bain Capital will initially purchase a 43.66% stake in Echo Marketing from the company’s founder and an existing shareholder for 216.6 billion won (around $150 million). The transaction values the shares at 16,000 won per share.
Bain Capital also plans to launch a tender offer for the remaining 56.4% stake to take full control of the company at the same per-share price. This signals Bain’s confidence in Echo Marketing’s growth potential and the demand for premium activewear in South Korea and beyond.
Echo Marketing is best known for owning Andar, a popular local activewear label with a strong following through direct-to-consumer channels and lifestyle-focused branding. Andar has benefited from rising health awareness and demand for versatile apparel that blends performance and everyday wear.
The market responded positively to the announcement. Shares of Echo Marketing surged 30% on Friday to 13,910 won, reflecting investor optimism about the valuation and future prospects under Bain Capital’s ownership.
The deal adds to a growing list of private equity investments in Asian consumer and lifestyle brands, as global funds look to tap into domestic demand and scalable regional labels. For Bain Capital, the acquisition strengthens its footprint in the Korean consumer sector, especially in fashion and wellness categories.
If completed, the transaction would position Bain Capital as the controlling shareholder of Echo Marketing, paving the way for operational expansion, international growth, and long-term value creation for the Andar brand.
