Helen of Troy Closes Pert Plus/Sure Acquisitions
Helen of Troy Limited, designer, developer and worldwide marketer of brand-name personal care and household consumer products, announced the March 31, 2010 closing of its previously reported agreement to acquire the Pert Plus hair care and Sure anti-perspirant and deodorant brands from Innovative Brands.
Pert Plus enjoys a long history as a leading brand in the $2 billion U.S. shampoo category through its pioneering development of the 2-in-1 shampoo and conditioner combination technology. Sure is one of the leading brands in the $1.7 billion U.S. anti-perspirant and deodorant category, well known for its product efficacy and value to both women and men.
Pert Plus enjoys a long history as a leading brand in the $2 billion U.S. shampoo category through its pioneering development of the 2-in-1 shampoo and conditioner combination technology. Sure is one of the leading brands in the $1.7 billion U.S. anti-perspirant and deodorant category, well known for its product efficacy and value to both women and men.
Gerald J. Rubin, chairman, chief executive officer and president, says, "We expect to quickly integrate Pert Plus and Sure into our Idelle Labs division, which markets and manages our hair and skin care brands. We also expect that sales of the Pert Plus and Sure brands will be approximately $65 million on an annual basis, and that the acquisitions will be accretive upon their integration."