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Former Strouds execs launch in-home business

LOS ANGELES — The Tupperware party concept has come to the home textiles industry. Two former Strouds executives have launched Private Quarters, a venture that will use independent sales consultants to sell person-to-person or through in-home parties.

Wayne Selness, chairman and CEO, was CEO of Strouds before joining La Brea Bakery. Jeff Stroud, president and chief operating officer, was most recently senior vice president of store operations at Strouds. The son of late Strouds founder Bill Stroud, he also launched iHome, an Internet retailer.

Private Quarters is the second investment in the direct sales industry made by BEV Capital, a venture fund with more than $200 million under management. Its other investment in that $29 billion sector is Big Enough Inc., a direct seller of children's clothing.

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