NEW YORK — Alberto-Culver announced Monday that it has signed a contract to purchase Dallas-based Pro-Line Corp., a manufacturer and marketer of personal care products for the African-American market.
Terms of the cash purchase, which is expected to close within 30 days, were not disclosed.
Pro-Line manufactures and markets products under the brand names of Soft & Beautiful and Just for Me. Its 1999 sales were approximately $45 million.
Pro-Line will be run as an independent business unit of Alberto-Culver. Its current management team, headed by president Eric Brown and executive vice president Renee Cottrell Brown, will remain with the company.
“The African-American market is growing in both size and purchasing power,” said Howard B. Bernick, president and chief executive officer of Alberto-Culver, in a statement. “We are pleased to be able to add to the depth of our lines with the quality of Soft & Beautiful and Just for Me products. We are also very pleased to be able to strengthen the Alberto-Culver management ranks with the key people who have been guiding Pro-Line’s growth and creating their market-leading products.”
Alberto-Culver also markets African-American hair care products under the brand names TCB and Motions.

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