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High Ridge Brands Co. Purchases Coast Soap Brand From Henkel

Posted: April 3, 2012

Brynwood Partners VI L.P. announced its portfolio company High Ridge Brands Co. has acquired the global rights to the Coast personal cleansing brand from The Dial Corporation, a subsidiary of the Henkel group. Based in Connecticut, High Ridge Brands is majority-owned by Brynwood VI. Terms and conditions of the transaction, which closed on March 31, were not disclosed.

Originally launched in 1975, Coast is an iconic personal cleansing brand and known as "The Eye Opener" for awakening users through an invigorating and refreshing early morning shower experience. Coast is available in both bar soaps (Pacific Force and Arctic Boost) and body washes (Pacific Force and Urban Fuel). Coast products are widely distributed in the U.S. through leading retailers in the food, drug, mass and dollar channels.

"We are delighted to announce the acquisition of the Coast brand," said James Daniels, president and CEO of High Ridge Brands. “The Coast brand has a very loyal consumer following, and we look forward to bringing renewed attention and energy to Coast."

"We are excited to make another acquisition in the personal care space and to add to our very successful High Ridge Brands business. In just over a year, we have created a leading personal care company with well-known consumer brands including Zest, Alberto VO5, Rave and now Coast. We will continue to manage our investment by growing all of these brands through renewed marketing and product innovation," said Dario Margve, managing partner of Brynwood VI and chairman of High Ridge Brands.

Brywood Partners’ portfolio company Golden Sun, Inc. (doing business as Newhall Laboratories) also recently purchased several brands from Henkel’s Dial Corporation, including the L.A. Looks, Dep Sport, Zero Frizz and Thicker Fuller Hair portfolio of hair care brands, the Soft & Dri female deodorant brand, and the Pure & Natural liquid hand soap and body wash brand.