Mayhoola is exploring a sale of the British handbag label, which has struggled to turn a profit in recent years amid a difficult period of restructuring.
In 2017, the London-based brand reported a pre-tax loss of £28.2 million, according to annual filings. But significant cost-cutting efforts and a shift from traditional retail to the web have put it on a more stable financial footing, the person familiar with the situation said.
Anya Hindmarch founded her business in 1987, with her playful designs drawing a loyal following among celebrities and royalty. She grew the business with the help of successive rounds of private financing, with Mayhoola first acquiring a stake in 2012.
It was an early investment in the secretive Qatari fund's journey to become a luxury empire. Over the last few years, it's acquired a stable of luxury brands, including Valentino Fashion Group, Balmain and menswear label Pal Zileri.
Mayhoola did not respond to requests for comment.
Over the years, the fund has pumped millions into Anya Hindmarch, growing its stake from 39.9% in 2012 to at least 75% by the middle of 2018. It paid £20 million to acquire its latest tranche of shares last September, company documents show.
Those cash infusions have helped prop up the business through a difficult time. The company closed eight store and concession locations in 2017 and implemented a management shakeup.
As part of its turnaround, the company has targeted more investment in online sales, launched a home fragrance line and revamped its marketing. For London Fashion Week in February 2018, it flew 30 giant hearts over landmarks in the British capital. This year, it hosted an interactive art installation in lieu of a catwalk show.
How potential buyers will see these efforts is a key test for the brand. The sale is being handled by boutique investment banking firm Savigny Partners.