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Museum of Illusions acquired by investor group to drive expansion

Museum of Illusions has nearly 70 venues across 27 countries

museum of illusions

Museum of Illusions, the world's largest privately held chain of museums, has been acquired by an investor group to accelerate its global expansion.

The group, led by New York-based investment firm Brightwood Capital Advisors, LLC, has acquired Museum of Illusions from previous owner Invera Capital Partners, based in Zagreb, Croatia.


Constitution Capital Partners served as the lead co-investor for the transaction.

Since it was founded in 2015, Museum of Illusions has grown rapidly to nearly 70 venues across 27 countries.

museum of illusions

Brightwood's investment will fuel Museum of Illusions' global expansion, including its entry into new markets and increased spending on infrastructure, brand development and marketing.

"We are excited to enter this next chapter with Brightwood as our new investor," said Kim Schaefer, CEO of Museum of Illusions.

She added, "Our mission has always been to inspire wonder and joy through immersive, educational experiences.

"Brightwood’s capital and expertise will help us scale our unique concept and strong brand to bring this experience to more guests around the world."

Museum of Illusions' global growth

Beth Steinberg from Brightwood said: "We are thrilled to partner with the Museum of Illusions team as they enter their next phase of growth.

"Museum of Illusions has built a truly differentiated global brand with broad consumer appeal.

"We believe the company is exceptionally well positioned to continue expanding in the US and internationally, and we look forward to supporting management as they invest in infrastructure, innovation, and long-term value creation."

museum of illusions

New locations planned for 2026 include Sacramento, Miami, San Francisco, London and Birmingham.

As part of the transaction, five previously franchised locations (Boston, Chicago, Pittsburgh, Philadelphia and Scottsdale) will become corporate-owned venues.

Under the new ownership structure, Brightwood and Constitution Capital Partners are now the primary shareholders of Museum of Illusions.

Equity fund management company Invera Equity Partners and LOL Entertainment will continue to hold minority stakes.

Images courtesy of Museum of Illusions