Croatia’s world-famous Museum of Illusions acquired by American investors

(Photo: PR)

One of Croatia’s most successful global brands, the Museum of Illusions, has entered a new phase of growth after a majority stake was acquired by US investment fund Brightwood Capital Advisors.

The strategic acquisition is expected to accelerate the expansion of the Museum of Illusions across key global markets, with a particular focus on North America and Western Europe, 24sata writes.

Tomislav Hlupić, Chief Financial Officer of the Museum of Illusions, said the partnership confirms the global value of a brand built in Zagreb.

“This acquisition confirms the strength of the brand we built in Zagreb and its global potential. The partnership with Brightwood enables faster expansion, new investments in development and further strengthening of our infrastructure,” Hlupić said.

Tomislav Hlupić (Photo: PR)

The Museum of Illusions was founded in Zagreb in 2015 by Tomislav Pamuković and Rok Živković.

What began as a local concept has grown into the world’s largest chain of privately owned museums, based on the principle of education through entertainment.

Today, the Museum of Illusions operates at nearly 70 locations in 27 countries across five continents, attracting millions of visitors each year.

As part of the acquisition, five museums in the United States, located in Boston, Chicago, Pittsburgh, Philadelphia and Scottsdale, will move into direct corporate ownership.

This step further strengthens the brand’s presence in one of its most important markets.

Despite the change in ownership structure, the company’s headquarters will remain in Zagreb. The operational centre for the US market will continue to operate from Arizona, while the existing management team stays in place.

Development of new exhibits will continue in Oroslavje, ensuring that innovation remains rooted in Croatia.

(Photo: PR)

Invera Equity Partners remains a minority shareholder in the company. Slaven Kordić of Invera highlighted the significance of the project:

“The Museum of Illusions is one of the rare Croatian projects that has grown into a globally recognised brand with a sustainable business model.”

Brightwood Capital Advisors has stated that it sees strong potential for further growth and expansion into new international markets.

In the coming period, new Museum of Illusions locations are planned in major cities including London, Mexico City, Hong Kong, Melbourne, Cologne, Geneva and Birmingham, continuing the remarkable global journey of one of Croatia’s standout success stories.