New York-based Stanton PR & Marketing furnished PR support for Bain Capital as the private equity firm took a majority stake Dec. 30 in retailer Bob's Discount Furniture, a deal pegged around $350M.

Stanton CEO Alex Stanton leads his firm's work with longtime client Bain.

Manchester, Conn.-based Bob's has 47 stores on the East Coast and worked with Full & By, Boston, for PR support on the deal.

Bain principal Tricia Patrick said Bob's fills an important need in the market by selling quality furniture at "deep value," and sees "sustainable growth for years to come."

The parties did not disclose the value of the transaction, which is expected to close in the first quarter, but multiple media reports said the sale price could top $350M.

Bain's retail holdings have included IPO-bound Michaels Stores, Dunkin' Brands Group and Outback Steakhouse, among others.