Aequitas Backs Rose’s

Rose's Restaurant and Bakery has raised $5.2 million in private equity funding from Aequitas Capital Management, in order to help fund the planned expansion of the Portland, Ore.-based restaurant chain to 20 locations over the next five or six years. Get more info.



Alternative investment firm Aequitas Capital Management announced today that it has committed $5.2 million in equity to Rose's Restaurant and Bakery to support the planned expansion of the landmark Portland chain to 20 locations in the next five to six years. The equity is being funded through Aequitas Capital's hybrid fund.

Rose's has been a Portland institution for over fifty years, said Brian Oliver, Aequitas Capital managing director. Aequitas is proud to support this exciting venture by helping Jeff Jetton, a long time friend and investor of Aequitas, revitalize Rose's and expand to 20 locations.

Established in 1956 by a little widow from Toledo, Ohio named Rose Naftalin, Rose's was a small restaurant on NW 23rd Avenue in Portland. By the time she retired in 1967, the restaurant bearing her name was a well-established Portland landmark, known by locals and visitors alike as the place for authentic, New York-style full service deli fare, famous pastries, cakes & desserts. However, during the late 1980's, the restaurant faced some financial challenges, and closed its doors in 1992. Subsequently, local entrepreneur Jeff Jetton became involved in a venture to have the Rose's legacy flourishing once again throughout the Portland metro area, opening five Portland-area restaurants.

Aequitas Capital has made available the capital we need to grow our company, said Jetton. And not only were they able to provide capital, they were also able to provide us with management advisory services to ensure we make sound financial and management decisions during our expansion.

A seasoned veteran of the Portland business landscape, Jetton has also been involved with other successful business ventures: he founded AuctionPay, a program that helps nonprofits automate and improve benefit fundraising, and co-founded Card Capture Services, Inc., an independent ATM company.

About Aequitas Capital Management

Established in 1993, Aequitas Capital is a professionally managed and socially conscious alternative investment firm providing private equity and commercial finance products to the middle market, healthcare and energy sectors. For more information, visit or call (503) 419-3500.