According to Clorox, the acquisition of Burt’s Bees is strongly aligned with the company’s Centennial Strategy to pursue growth in areas connected to consumer “megatrends” in health and wellness, sustainability, convenience and a more multicultural marketplace.
Beth Springer, Clorox’s executive vice president of Strategy & Growth, who will oversee the business, said, “Burt’s Bees is a compelling strategic fit for us, and we believe we can expand on its strong trends over time to build even greater value. Burt’s Bees has a highly effective strategy and plan, strong trade practices and organizational capabilities, and a robust culture and esprit de corps that we want to leverage and protect. We strongly believe Clorox’s deep capabilities to drive demand creation through consumer communication and value-creating customer capabilities, coupled with Burt’s Bees’ strong heritage of innovation to delight consumers, create a right to win. We’re delighted Burt’s Bees president and CEO, John Replogle, will continue to lead the company, which will continue to be based in North Carolina.”