Los Angeles-based Levlad Inc. acquired the Petal Fresh Pure line from Enormarel Inc. The Petal Fresh Pure line consists of affordable luxury body care products such as lotions, scrubs, body wash and foot care.
“We are thrilled with the acquisition of Petal Fresh Pure,” said Mary Anders, vice president, branded products for Levlad. “The brand possesses enormous potential for success in the mass merchandise arena.”
Levlad will re-launch Petal Fresh Pure in June. In addition, the line is being updated with various brand elements such as new packaging. Sell-through will be strongly supported by dynamic marketing and promotions programs such as advertising, public relations and point-of-purchase efforts, executives said.
Levlad also manufactures the Nature’s Gate Classics and Nature’s Gate Organics lines of personal care products. In addition, the company licenses for several other hair care and personal care companies nationwide.