Equity-investment fund Fireman Capital earned its early reputation with a stylish overhaul of staid Hudson jeans that propelled them to the shelves of upscale merchants including Barneys. Now the fund, headed by the sons of both Reebok founder Paul Fireman and former Staples CFO Robert Spellman, is busy raising cash to support its roster of investments, which has grown to include baby furniture seller Serena & Lily and Pilla, which makes performance eyewear.

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