Organic Holdings’ claim to fame in the industry is distributing anti-aging products in the beauty-from-within category, including resveratrol supplements for Reserveage Nutrition. Since the deal closed on Friday, that brand’s founder Naomi Whittel moves into an executive vice president role with Twinlab Consolidation Corporation (a subsidiary of TCH).
The deal makes good business sense for Twinlab Consolidation Corporation: “Naomi and her team have built a truly remarkable company with a sales and marketing team that is second to none,” explainsTom Tolworthy, CEO of TCC, in a statement to the press.
“The combination of Reserveage Nutrition's award winning brands and loyal customer following with Twinlab's 47-year legacy of consumer trust and captive manufacturing capability is in lock step with our business plan to extend our reach into the consumer market as well as into the supply chain,” Tolworthy continues.
He’s confident that the acquired products will mean an increase in earnings for TCC and expand “category representation by almost 40%.”
And the investment means adding a new distribution channel to the mix as well. Reserveage Nutrition sells direct to the consumer in partnership with QVC, a strategy TCC wasn’t using. “By strengthening our product portfolio and extending our distribution reach, TCC will provide higher value offerings and service to customers in all channels of distribution, most particularly, to customers in the natural products channel,” says Tolworthy.
Whittel sees the deal as an opportunity for Reserveage Nutrition to grow. "At Reserveage, our past success and driving passion have been centered on a commitment to develop and sell the highest quality, scientifically-proven natural products in our industry, and partner with our customers to help provide best-in-class service and education,” she says in the press statement.
“This will not change, but with the latest transaction and support of the TCC team, we will be in a stronger position to even better service our consumers and customers.”