Herschel Supply has sold a minority stake to a consortium of private-equity firms formed by Eurazeo Brands, Alliance Consumer Growth and a Canadian pension fund affiliate. Eurazeo Brands, the division of Eurazeo focused on differentiated consumer brands with global growth potential, is investing $60 million alongside Alliance Consumer Growth, a consumer-focused growth equity firm, and HOOPP Capital Partners, the private capital arm of the Healthcare of Ontario Pension Plan. Herschel, the outdoor brand best known for its backpacks, was founded in Vancouver, Canada, in 2009 by Lyndon, Jamie and Jason Cormack. The three brothers will retain the majority stake in the company.