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Sun Capital giving cash for GoldMax

June 18, 2012: 12:44 PM ET

Private equity firm looks to capitalize on the 'cash for gold' trend.

FORTUNE -- Gold and silver prices might have leveled off from last fall's heights, but Sun Capital Partners still thinks there is a fortune to be made from one of the nation's larger "cash for gold" outfits.

The Boca Raton, Fla.-based private equity firm quietly has agreed to acquire GoldMax USA, a Chicago-based operator of over 200 retail locations for selling gold and other precious metals, according to a filing with the Federal Trade Commission.

No financial terms were disclosed.

GoldMax operates in 9 U.S. markets, and says that it offers a "classy, comfortable, no-nonsense place to sell your precious metals."

It also has Robin Leach as its paid celebrity spokesman, perhaps suggesting that the company's target demographic is old enough to remember Robin Leach. And perhaps old enough to forget that Leach used to highlight people who used gold to line their bathtubs, not to help pay off an overdue car loan.

Neither GoldMax nor Sun Capital returned requests for comment, but we'll update this post if that changes.

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Dan Primack
Dan Primack
Senior Editor, Fortune

Dan Primack joined Fortune.com in September 2010 to cover deals and dealmakers, from Wall Street to Sand Hill Road. Previously, Dan was an editor-at-large with Thomson Reuters, where he launched both peHUB.com and the peHUB Wire email service. In a past journalistic life, Dan ran a community paper in Roxbury, Massachusetts. He currently lives just outside of Boston.

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