High Ridge Brands acquires White Rain

- Last updated on GMT

Related tags: Procter & gamble

Brynwood Partners has announced its portfolio company High Ridge Brands has signed a definitive agreement to acquire the rights of the White Rain personal care brand from Sun Products.

Additionally, as part of the transaction, High Ridge is also said to be acquiring Adorn, The Dry Look, Mink and Toni brands.

"We look forward to integrating these brands into our portfolio of iconic brands which include 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​,” says CEO James Daniels.

The White Rain brand has a long history with US consumers after being first introduced to the market in 1952 by Gillette. Terms and conditions of the transaction are scheduled to close on the 2nd​ of July.

 

 

 

 

 

 

 

 

Related topics: Business & Financial

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