Hain Celestial expands in personal care with Belvedere acquisition
Belvedere is a Canada-based consumer goods company with a variety of lines that encompass the baby, body and hair categories and include both niche and mass market brands, most of which are focused on the domestic market.
Its brands include Live Clean, Fuzion, One Step, Down Under, 24/& Essentials and European Formula, while it also develops and manufactures a number of private label brands from its facility in Mississauga, Ontario.
A good fit with the Hain Celestial portfolio
Hain Celestial has secured a family-owned business that expands both its geographical reach and broadens its portfolio offering in the beauty and personal care categories.
Speaking about the acquisition, Hain Celestial president and CEO Irwin Simon said he was particularly pleased that Live Clean was a part of the company’s portfolio, as it complements other brands such as Avalon Organics, Alba Botanica and Jason, which are already sold in Canada.
“This acquisition increases the scale of our Canadian operations to over $150 million in net sales and provides us with opportunities for sales expansion and cost efficiencies as we leverage our existing infrastructure in Canada and our manufacturing and research and development expertise in personal care," said Simon.
Live Clean is a leading brand in Canada
Established in 1981 by Donald Belvedere, by 2014 the Belvedere business had a turnover of approximately $25 mn, with the backbone of the sales derived from Live Clean, which is the leading natural hair care and baby care brand in Canada.
"The Live Clean brand establishes a personal care base of operations in Canada for Hain Celestial, which can serve as the foundation for the continued growth of all our personal care brands and provide us with an opportunity to expand the brand beyond the Canadian mass channel," said Beena Goldenberg, president of Hain Celestial Canada.
Goldenberg also stated that the Belvedere employees, which number over 500, will be joining the Hain Celestial Canada business division and will be integral to the future development of the company’s place in the organic and natural products market.