Sales: $200 million (estimated).
Key Personnel: Dario Margve, managing partner, Brynwood Partners and chairman of High Ridge Brands; James Daniels, president and chief executive officer, High Ridge Brands.
Major Products: Soap, personal cleansers and hair care products sold under the Zest, Coast, V05 and Rave banners.
Comments: The “Coast” was clear for High Ridge Brands in 2012. In April the Stamford, CT-based company—which is part of Brynwood Partners VI L.P.—acquired the global rights to the iconic Coast personal cleansing brand from The Dial Corporation.
Originally launched in 1975, Coast was known as the “The Eye Opener” thanks to its invigorating scent. The Coast range now includes both bar soaps (Pacific Force and Arctic Boost) and body washes (Pacific Force and Urban Fuel).
According to James Daniels, president and CEO of High Ridge Brands, “Coast brand has a very loyal consumer following,” He said that High Ridge was looking forward to bringing “renewed attention and energy to Coast.”
The Coast purchase came less than a year after High Ridge signed a deal with Unilever to acquire the Alberto VO5 brand and marketing rights in the US and Puerto Rico as well as the rights to the Rave brand and marketing rights worldwide. (Unilever retained the rights to the Alberto VO5 brand outside the US and Puerto Rico).