Michael Zimmerman of Prentice Capital Management announces innovative long and short equity fund for the U.S. consumer and retail sectors

Prentice Capital Management focuses on public equity investments in the U.S. consumer and retail sectors. End Quote

Michael Zimmerman, The new fund will pursue a deep fundamental research strategy in public equities in the U.S. consumer and retail sectors.

New York, NY (1888PressRelease) June 22, 2010 - Prentice Capital Management, an investment firm that focuses on a value-oriented fundamental investment philosophy, has announced the launch of the Prentice Capital Long/Short Equity Fund. The new fund will pursue a deep fundamental research strategy in public equities in the U.S. consumer and retail sectors.

Prentice will manage the fund in a public long-short equity-only portfolio. The company will leverage its existing proprietary research platform which includes longstanding relationships with senior and middle management teams, lenders, creditors, industry consultants, vendors, and buy side partners to help inform the fund's investment decisions.

As U.S. consumer and retail specialists who have invested up and down the capital structure for more than a decade, we seek to create alpha in this niche fund, noted Michael Zimmerman, CEO of Prentice Capital Management. Also, as the economy could be flattening out and ready to rebound, but is still experiencing some volatility, we could be perfectly poised to make several successful investments, on both the long and short sides of the portfolio, he added.

Additionally, Michael Zimmerman long history of successfully marrying deep fundamental research with catalyst investing will be mirrored by the fund, which will attempt to implement strong trading capabilities and strict risk management in addition to strong primary research skills.

To learn more about the Prentice Capital Long/Short Equity Fund, please contact Ben Cable (COO of Prentice Capital Management) at 212-756-3560
or benc ( @ ) prenticecapital dot com dot

About Prentice Capital Management

Prentice Capital Management focuses on public equity investments in the U.S. consumer and retail sectors. Since its inception in 2005 by Michael Zimmerman, Prentice has embraced a fundamental-driven, value-oriented investment philosophy fueled by the company's specialized proprietary research platform. From 2000 to 2005, Mr. Zimmerman managed a U.S. consumer and retail portfolio at S.A.C. Capital that mirrored the investment strategy currently pursued by Prentice. Prior to S.A.C., Mr. Zimmerman invested in consumer and retail stocks at both Omega Advisors and Lazard Asset Management.

Michael Zimmerman
PRENTICE CAPITAL MANAGEMENT, LP
623 Fifth Avenue , 32nd Floor
New York, NY 10022
Phone: 212-756-8048
E-mail: michaelz ( @ ) prenticecapital dot com
prentice.capital ( @ ) yahoo dot com

###

space