Brynwood Partners VII's portfolio company, High Ridge Brands Co., has signed a definitive agreement to acquire the rights to the White Rain personal care brand from Sun Products. Additionally, as part of the transaction, High Ridge Brands is acquiring the Adorn, The Dry Look, Mink and Toni brands.
Terms and conditions of the transaction, which is scheduled to close on July 2, will not be disclosed.
White Rain, an iconic brand with a long history with US consumers, was first introduced by Gillette in 1952. The brand was originally advertised with the tagline, "your lovely hair is the essence of romance, so keep it sunshine bright with White Rain."
"We are excited to announce the acquisition of the White Rain brand," said James Daniels, president and CEO of High Ridge Brands. "We look forward to integrating these brands into our portfolio of iconic brands which include Zest, Coast, Alberto VO5 and Rave. We will revitalize the White Rain brand with a renewed focus on providing consumers with new and innovative value-oriented products."
"The White Rain brand has deep heritage in the personal care business, and we have worked to protect and build upon that heritage by growing the business behind a broader product line-up and improved packaging," said Jeffrey P. Ansell, Sun Products chairman, president and CEO."However, our personal care products are not strategically aligned with Sun Products' core portfolio of iconic laundry and household care products. We are pleased to transition ownership to a company where these brands represent a much better strategic fit. I'd like to thank Sun Products' employees, who have nurtured the White Rain brand, and High Ridge Brands for working closely together to facilitate a smooth transition."