Helen of Troy Completes Pert Plus and Sure Purchase

Helen of Troy Limited has closed its previously reported agreement to acquire the Pert Plus hair care and Sure anti-perspirant and deodorant brands from Innovative Brands.

“We expect to quickly integrate Pert Plus and Sure into our Idelle Labs division, which markets and manages our hair and skin care brands. We also expect that sales of the Pert Plus and Sure brands will be approximately $65 million on an annual basis, and that the acquisitions will be accretive upon their integration,” said Gerald J. Rubin, chairman, chief executive officer and president. “Our Idelle Labs division sells branded consumer products including Infusium 23, Ogilvie, Brut, Vitalis, Final Net, Vitapointe, Condition 3-in 1, Sea Breeze and Ammens through professional, mass merchant, drug store and grocery distribution channels. The Pert Plus and Sure brands will further enhance our role as a comprehensive provider of solutions for our hair care and personal grooming consumers and styling professionals.”