Tulchan won the account, which Finsbury had held for close to a decade, via a competitive pitch. It is thought that around six City agencies took part in the process.
Tulchan has already handled the corporate and financial PR for Permira portfolio retailer New Look, having picked up the account from Brunswick in May 2010.
A statement from Tulchan confirmed the win, adding that the team will include consultants Stephen Malthouse, Martha Kelly and founder Andrew Grant.
They will report to Noémie de Andia and Matthieu Roussellier, within the corporate comms team at Permira. Roussellier previously worked at Tulchan.
Permira’s director of comms is Chris Davison, but it is understood that he spends an increasing amount of his time the US and works heavily to support the company’s fundraising activities.
Founded in 1985, Permira advises funds with a total committed capital of approximately €20 billion and employs over 120 professionals.
Over the past 26 years the Permira funds have made nearly 200 private equity investments. Current investments include New Look, Galaxy Entertainment Group and telecoms group TDC.
In recent years the company has used a number of agencies for ad hoc work and to support portfolio transactions, including Brunswick, Finsbury, Tulchan and Bell Pottinger.
Meanwhile, Tulchan is also working for retained client DS Smith, the British packaging firm, around its plans to buy Swedish company SCA Packaging for €1.6bn and an associated £466m rights issue.