Private equity firm Star Avenue Capital LLC has bought a majority stake in upmarket denim label J Brand, in a move that will enable the jeans maker to expand into new categories and international markets.

The investment is the first for Los Angeles-based Star, and will see Peter Boneparth, the former CEO of Jones Apparel Group, step into the role of J Brand chairman.

Boneparth is a senior advisor to private equity firm Irving Place Capital, which is one of the partners in Star Capital along with entertainment and sports agency Creative Artists Agency (CAA).

J Brand's co-founder and chief executive officer Jeff Rudes, and chief operating officer Albert Schami will stay on after the deal, but creative director and co-founder Susie Crippen is leaving.

Mark Genender, Star Avenue Capital's managing director, said the goal is to "strategically support J Brand's business and to bring it to the next level in the premium denim category." 

Headquartered in Los Angeles, J Brand was founded in 2005 and sells at specialty stores and luxury retailers in the US (Barneys New York, Bergdorf Goodman), London (Harvey Nichols and Selfridges), Paris (Le Bon Marche), Milan (Biffi), and Moscow (Tsum).