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White Rain Brand Sold to High Ridge Brands Co.
Posted: June 26, 2012
Brynwood Partners VI L.P. and The Sun Products Corporation jointly announced that Brynwood VI's portfolio company High Ridge Brands Co. has signed an agreement to acquire the rights to the White Rain personal care brand from Sun Products. Additionally, as part of the transaction, High Ridge Brands is acquiring the Adorn, The Dry Look, Mink and Toni brands. Terms and conditions of the transaction, which is scheduled to close on July 2, will not be disclosed.
White Rain, an iconic brand with a long history with U.S. consumers, was first introduced by Gillette in 1952. The brand was originally advertised with the tagline, "your lovely hair is the essence of romance, so keep it sunshine bright with White Rain." Today, White Rain offers a diverse product portfolio that includes shampoos, conditioners, body washes and hair styling products for the entire family. Products are distributed in the U.S. through leading retailers in the food, drug, mass and dollar channels.
"We are excited to announce the acquisition of the White Rain brand," said James Daniels, president and CEO of High Ridge Brands. "We look forward to integrating these brands into our portfolio of iconic brands, which includes Zest, Coast, Alberto VO5 and Rave. We will revitalize the White Rain brand with a renewed focus on providing consumers with new and innovative value-oriented products."
"The White Rain brand has deep heritage in the personal care business, and we have worked to protect and build upon that heritage by growing the business behind a broader product line-up and improved packaging," said Jeffrey P. Ansell, Sun Products chairman, president and CEO. "However, our personal care products are not strategically aligned with Sun Products' core portfolio of iconic laundry and household care products. We are pleased to transition ownership to a company where these brands represent a much better strategic fit. I'd like to thank Sun Products' employees, who have nurtured the White Rain brand, and High Ridge Brands for working closely together to facilitate a smooth transition."
"The acquisition of White Rain will add to our very successful High Ridge Brands business. We are proud to have created a company with over $300 million of sales in a short period of time. While management continues to focus its attention on growing the company organically, we are fortunate to be adding another very attractive strategic acquisition," said Dario Margve, managing partner of Brynwood VI and chairman of High Ridge Brands.