Private equity firm Brynwood Partners’ portfolio company, High Ridge Brands Co., has acquired the White Rain personal care brand from Sun Products.
This story first appeared in the June 27, 2012 issue of WWD. Subscribe Today.
In addition to White Rain, the transaction includes the Adorn, The Dry Look, Mink and Toni brands. Terms of the deal were not disclosed. The transaction is scheduled to close on July 2.
The White Rain brand was introduced by Gillette in 1952. The line includes shampoos, conditioners, body washes and hairstyling products. Distribution is through retailers in the food, drug, mass and dollar channels.
James Daniels, president and chief executive officer of High Ridge, said, “We look forward to integrating these brands into our portfolio of iconic brands, which include Zest, Coast, Alberto VO5 and Rave.”
High Ridge, headquartered in Stamford, Conn., was formed in January 2011 to purchase the North American Zest personal care brand from Procter & Gamble Co., as well as serve as the platform for further acquisitions. In August 2011, it acquired the U.S. and Puerto Rican brand and marketing rights to Alberto VO5, and the worldwide marketing and brand rights to Rave. The global rights to the Coast personal care brand was acquired in March 2012 from Henkel.