SC Johnson To Acquire Caldrea

2008-04-30 | 07:51

Adds Mrs. Meyer to its green cleaning arsenal

S.C. Johnson will acquire Caldrea, a purchase price was not disclosed. Caldrea markets two green cleaning lines: an eponymous brand and Mrs. Meyer. The acquisition gives SCJ a higher profile in the fast-growing green cleaning segment.

At the same time, it gives Caldrea access to a much larger distribution network.

"We are growing so quickly," said Caldrea founder and chief executive Monica Nassif, in an interview with the Star Tribune. "When you find a partner [like SC Johnson] that can help you scale, it's exciting for everyone."

Under terms of the agreement, Ms. Nassif continue to run Caldrea.

The privately held company employs 50 people.

Caldrea-branded products are sold in 2,500 stores across the U.S. in specialty retailers like Bachman's and Kowalski's Markets. Mrs. Meyer's is sold in Target and Festival Foods. The company also makes a private label line for Williams-Sonoma.

Kelly Semrau, a spokesperson for SC Johnson, told the Star Tribune that SCJ wanted to move beyond mass-market brands such as Windex and Pledge and to target higher-end customers.

Caldrea "is an exciting company," Ms. Semrau said. "They are on trend with a consumer we don't normally reach."