Adam Pritzker, left, and Vanessa Traina, right

Adam Pritzker, left, and Vanessa Traina, right

Los Angeles-based alternative investor Oaktree Capital Management agreed to provide $100 million to Assembled Brands, a New York City-based company financing emerging consumer goods.

Assembled Brands will use the funds to invest in new product categories and develop its proprietary underwriting technology.

“We know from our own experience building brands, that capital at an early stage is often the hardest to come by but is also able to drive some of the most significant value creation and [return on investments],” said Adam Pritzker, founder and chief executive of Assembled Brands.

The company created a proprietary methodology, called ABC Formula, which uses data to understand how deep a brand’s relationship is with its consumers. This data allows Assembled Brands to extend capital that is less dilutive than what private equity or venture capital may require, and well beyond what banks are willing to do.

Pritzker, scion of the billionaire Hyatt hotel family, founded the company in 2013, along with Vanessa Traina, daughter of the romance novelist Danielle Steel.

Finance reporter Pat Maio can be reached at or (323) 556-8329.

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