Jimmy Fairly's Lille store

PARIS — Experienced Capital Partners is venturing beyond fashion and into new categories. The investment firm, which targets retail-focused brands in the affordable-luxury segment, has bought a 43 percent stake in French eyewear brand Jimmy Fairly.

Jimmy Fairly offers both sunglasses and corrective eyewear designed and assembled in France with prices starting at 99 euros, or $105.90 at current exchange, and claims to be two- to three-times cheaper than the market average thanks to its vertically integrated supply chain and exclusive distribution in its own stores.

It currently has nine stores in France as well as an e-store, and saw sales of more than 6 million euros, or $6.64 million at average exchange, in 2016.

Its co-founders and directors Antonin Chartier and Sacha Bostoni are to remain majority shareholders in the label. Experienced Capital’s stake includes a share of the brand previously owned by Odyssée Venture.

The deal represents Experienced Capital Partners’s sixth investment. Founded by Frédéric Biousse, Elie Kouby and Emmanuel Pradère, former executives of French contemporary fashion group SMCP, or Sandro, Maje and Claudie Pierlot, the firm set up in January 2016 plans to grow its portfolio to invest in around 10 brands in total.

Its most recent deal was for shirtmaker Alain Figaret, sealed earlier this month, and the firm also owns stakes in fashion brands Balibaris, Maison Standards and Soeur, as well as the underwear label Le Slip Français.

Biousse said Jimmy Fairly “has taken its inspiration from the success of fashion brands in the affordable-luxury segment, including a collaboration with the Zeiss brand for certain of its optical lenses.”

“We are very confident about Jimmy Fairly’s development potential, initially in France and then in the rest of Europe,” stated Experienced Capital Partners.