Bain Capital will first buy a 43.66 percent share in Echo Marketing from the company’s founder and another significant shareholder for about 216.6 billion won, or roughly $150 million.
Bain Capital, the Boston-based private equity powerhouse, has agreed to purchase a controlling stake in Echo Marketing, the parent company of Korean activewear brand Andar, in a transaction valued at roughly $344 million. This strategic move highlights the growing appeal of South Korea’s consumer and fashion sectors on a global scale. One of the biggest foreign direct investments in South Korea’s rapidly changing lifestyle and athleisure market to date, this historic agreement was announced in early January 2026.
According to the agreement, Bain Capital will first buy a 43.66 percent share in Echo Marketing from the company’s founder and another significant shareholder for about 216.6 billion won, or roughly $150 million. Furthermore, the company has opened the door to full ownership and a take-private deal by launching a tender offer for the remaining roughly 56.4% of outstanding shares at the same price per share. Following the announcement, Echo Marketing’s stock increased by almost 30%, demonstrating the market’s strong belief in the transaction’s worth and strategic justification.
The acquisition is consistent with Bain Capital’s overarching investment strategy, which supports consumer brands with strong local foundations and global scalability that are experiencing rapid growth. Due to rising health consciousness, rising disposable incomes, and a shift in everyday wardrobes toward casual and performance-oriented clothing, South Korea’s athleisure industry has expanded quickly in recent years. Echo Marketing’s flagship activewear brand, Andar, has struck a particularly strong chord with younger, lifestyle-conscious consumers by fusing high-quality design with a direct-to-consumer strategy that combines online interaction with a physical storefront.
According to industry observers, Andar has not only established a strong domestic position but has also started to gain traction in foreign markets like Australia, Singapore, and Japan. Bain’s confidence in the brand’s wider growth trajectory was probably bolstered by this regional presence. The company is a desirable platform for increased globalization due to its history of consistent revenue growth and established customer loyalty in the cutthroat activewear industry.
In addition to providing minority shareholders with a chance to realize immediate value, Bain Capital’s tender offer is structured at a substantial premium to Echo Marketing’s prior trading price, supporting the private equity firm’s larger strategic goals. Bain plans to pursue a delisting from the KOSDAQ exchange, turning Echo Marketing into a privately held company, if it obtains more than 95% of the shares through the tender process. In addition to offering more operational flexibility, this would protect long-term strategic initiatives from the immediate pressures of public markets.
According to insiders, a portion of Bain Capital’s Plan post-acquisition strategy will concentrate on brand enhancement, expanding global distribution, and potential partnerships that make use of its vast network and experience in growing consumer businesses. The company’s involvement in Echo Marketing could hasten Andar’s rise to prominence as a significant rival to well-established international players in the activewear and athleisure sectors. The firm has a track record of assisting portfolio companies through phases of international growth.
The acquisition points to an underlying trend where foreign funds are targeting the South Korean consumer lifestyle brands, which have become more and more notable for their innovation and responsiveness to the needs of the constantly evolving consumer. The acquisition may prove to be a catalyst for more foreign investments to flow into the wellness and fitness-related products and retail platforms.
Despite all the foregoing, the significant investment made by Bain Capital in Echo Marketing is a strong vote of confidence in the active wear market that exists in South Korea. This investment has the potential to set a new standard for other brands to follow, as far as taking advantage of international markets is concerned.
