Brightwood-led investor group backs Croatia’s Museum of Illusions for global growth
Museum of Illusions Group, a fast-growing chain of interactive museums founded in Croatia, has been acquired by an investor group led by US investment firm Brightwood Capital Advisors from Zagreb-based Invera Capital Partners, the company said in a press release on January 8. Constitution Capital Partners joined as lead co-investor in the deal, for which financial terms were not disclosed.
Founded in Zagreb in 2015, Museum of Illusions has expanded to nearly 70 locations across 27 countries, positioning itself as one of the largest privately held museum chains in the world. The museum has a huge range of optical illusions, including holograms, a room of mirrors, an ames room where the trapezoidal distort the concept of size, and various mind games and puzzles.
Brightwood said the acquisition would underpin a new phase of global growth, including new sites in North America and Europe and increased investment in infrastructure and marketing.
“We are excited to enter this next chapter with Brightwood as our new investor,” Kim Schaefer, chief executive of Museum of Illusions, said in a statement. “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.”
Beth Steinberg of Brightwood said the company saw strong growth potential. “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,” she said.
New locations planned for 2026 include Sacramento, London, Birmingham, Miami and San Francisco. Five US sites – Boston, Chicago, Pittsburgh, Philadelphia and Scottsdale – will also shift from franchise to corporate ownership as part of the transaction.
“Being part of the Museum of Illusions story has been incredibly rewarding,” said Rob Cooper, chief executive of franchisee LOL Entertainment. “We're proud of the teams we've built and are confident these locations will continue to thrive under corporate ownership.”
The group said its global headquarters would remain in Zagreb, with its US operations continuing in Scottsdale, Arizona. The existing management team, led by Schaefer, will stay in place.
Under the new ownership structure, Brightwood and Constitution Capital Partners will become the main shareholders, while Invera Equity Partners and LOL Entertainment will retain minority stakes.
While the Museum of Illusions stands out for its wide-reaching international network, it is not the only quirky Croatian museum chain to go international. In 2022, Croatia’s Museum of Hangovers opened its first international franchise in Shanghai, as the initial step in its international expansion. The Museum of Broken Relationships has a presence in Los Angles as well as taking its collection of mementos from failed relationships on tour internationally.
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