Alberto VO5, Coast and Zest Have a New Owner

HRB Brands, formerly known as High Ridge Brands, has a new owner. Sodalis Group, an Italian personal care company, acquired HRB from Tengram Capital Partners. A purchase price was not disclosed. HRB has sales of about $200 million, according to industry estimates. HRB CEO Jim Daniels will remain in his position. HRB brands include Zest, Alberto VO5, SGX NYC, Coast, Salon Grafix, LA Looks, Rave, Sea Breeze, Pert, Infusim, Sure, Brut and Thicker Fuller Hair.

Tengram bought HRB in a 2020 bankruptcy sale. Since then, HRB has expanded into Latin America and acquired Troy’s mass market personal care business in 2021.

“With this acquisition, what seemed like a crazy dream becomes reality: Sodalis enters the American market with a direct affiliate. It is a great transformation for our company, born in a small Italian province, now expanding to New York,” said Sodalis Group CEO Fabio Granata. “We believe in an important growth plan for Sodalis USA both for the evolution of the current business and as a great platform to launch our European power brands in North America and to complete new acquisitions.”

Soladis competes in nearly 50 countries and had sales of nearly $900 million last year. Brands include Lycia, Strep, Natural Honey and Wash & Go.