NEW YORK — Freeman Beauty has acquired Eclos and c. Booth, two lines that were developed by Delicious Brands. The terms of the deal were not disclosed. Demeter Group helped facilitate the deal.
This story first appeared in the February 10, 2012 issue of WWD. Subscribe Today.
With the purchase, Freeman gains access to the plant stem cell technology used in Eclos, as well as the regimen products associated with c. Booth. Freeman is traditionally known for its product-specific lineup rather than a system. Eclos is comprised of 12 stockkeeping units, with c. Booth spanning 35.
“Freeman Beauty has always been about leading the industry with great beauty products at the intersection of science and nature,” said Doug Hosking, chief executive officer of Freeman Beauty. “From our long history with high-quality facial masks to our industry-leading dry shampoo, Pssssst!, Freeman strives to make products that perform and are affordable. We are excited to bring the Eclos and c. Booth brands to our networks because of the incredible technology that is a perfect complement to our brand portfolio.”
For Delicious Brands, the deal furthers development of new products by bringing prestige technology to the mass market. “We are so happy to have found the right organization to take our fabulous brands to the next level,” said Colleen Rothschild, founder of Delicious Brands. Both Colleen and Stan Rothschild, president and chief executive officer, will continue to serve in a consulting role with Freeman as they further develop the Eclos and c. Booth brands. They will also continue to operate Delicious Brands.
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“Freeman was a good fit to take the brands to the next level,” said Colleen Rothschild, who founded Delicious in 2002. That next level includes product extensions, U.S. and international growth. Freeman already has distribution in virtually every major mass market chain. Freeman hopes to tap Rothschild’s creative abilities. “We’re ecstatic about Colleen’s formulations. We didn’t just buy brands, we wanted the team,” said Hosking. “We like how the cultures of the two companies fit together.”
Freeman has successfully integrated other acquisitions in the past, such as Pssssst! shampoo and Vita-K, retailers noted.