L’Oréal Buys French Baby Care Brand

L’Oréal announced it has closed the acquisition of 100% of Cadum, a France-based baby care brand. The majority of Cadum was held by the investment fund Milestone. In 2011, Cadum achieved consolidated sales of €58 million, €49 million of which were in France, mainly from its namesake Cadum brand.

This business will join L’Oréal France’s consumer products division, which is currently made up of three business units: L’Oréal Paris, Garnier-Gemey-Maybelline and LaScad. These products are distributed in mass retail channels.

“Cadum is an important acquisition for L’Oréal in France,” Hervé Navellou, leader of the L’Oréal consumer products division, stated. “Cadum is a hundred-year-old brand that enjoys a great reputation, is growing rapidly and has interesting development perspectives. It blends seamlessly into our strategy to conquer new consumers in France.”