Helen of Troy to acquire Pert Plus and Sure

By Katie Nichol

- Last updated on GMT

Personal care player Helen of Troy is to acquire the Pert Plus hair care and Sure anti-perspirant and deodorant businesses from consumer products company Innovative Brands.

The acquisition is expected to be completed by the end of the month, although financial terms were not disclosed.

Helen of Troy plans to add both brands to its Idelle Labs division, which markets and manages its hair and skin care products, and contains the Ogilvie, Vitalis and Infusium 23 brands amongst others.

Both Pert Plus and Sure are expected to be immediately accretive upon their integration, the company says, and it is estimated they will generate annual sales of approximately $65m.

Acquisition will enhance market position

According to Helen of Troy, both Pert Plus and Sure are leading brands in the US – in the $2bn shampoo and $1.7bn anti-perspirant and deodorant categories respectively.

The company claims that Pert Plus’ strong market position is due to it being a ‘pioneer’ in the development of 2-in-1 shampoo and conditioner combination technology, with Sure being well known for the efficacy and good value of its products.

“We are excited to be adding these two quality brand names to our existing worldwide distribution, and believe they will provide ongoing value to our customers and shareholders alike,” ​Gerald J Rubin, CEO of Helen of Troy said in a statement.

He added that the acquisition of the two brands will strengthen the company’s position as “a comprehensive supplier of solutions for our hair care and personal grooming customers and styling professionals.”

Former Procter & Gamble brands

Both Pert Plus and Sure were part of Procter & Gamble’s portfolio before being sold to Innovative Brands in 2006.

In March 2009, P&G sold its Infusium 23 hair care brand to Helen of Troy, which the company also integrated into its Idelle Labs division.

At the time of the acquisition, Helen of Troy said that the addition of Infusium 23 to its stable of brands was expected to increase net sales by $40m annually.

In reference to the latest boost to its brand portfolio, Rubin said Helen of Troy will continue to look for similar acquisitions that can benefit both the company and its shareholders.

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