07.02.23
Boston, MA
yellowwoodpartners.com
Sales: $280 million
Key Personnel: Dana Schmaltz, partner and co-founder; Tad Yanagi, partner; Joe Atencio, partner; Tracy Pizzi, partner and CFO; Daniel Alter, CEO of Suave Brands Company (SBC)
Major Products: Hair care, skin care, footcare, hair removal devices and sexual wellness products. Brands include Suave, Dr, Scholls, Isle of Paradise, Byoma, Tanologist, Tan Luxe, Plum, Freeman Beauty, Amope, Krack, Psst, c.Booth, Clio, PlusOne, EcoTools and Real Techniques
New Products: Suave Lush & Coily
Comments: Yellow Wood Partners LLC, a Boston-based private equity firm, is the new owner of Suave in North America, which it acquired from Unilever in May.
When the transaction was completed, Yellow Wood Partners created Suave Brands Company (SBC), a stand-alone business to support the high-profile brand. Daniel Alter, a 20-year Unilever veteran with global strategy and operations expertise, was appointed to head SBC, which is based in New Jersey.
“We are excited about Suave’s ability to benefit from the growing consumer demand for value-based brands. There is great opportunity to do more with Suave’s leading brand awareness and consumer loyalty and to lead that effort we are pleased to welcome Daniel Alter as CEO. His and Yellow Wood’s deep branded CPG experiences will help Suave execute on new growth levers to build the business and identify new personal care brand acquisitions,” said Tad Yantai, partner of Yellow Wood Partners.
Yellow Wood also has stakes in beauty with Isle of Paradise, Byoma, Tanologist, Freeman Beauty, hair removal tools (Clio), and in sexual wellness with brands like PlusOne.
yellowwoodpartners.com
Sales: $280 million
Key Personnel: Dana Schmaltz, partner and co-founder; Tad Yanagi, partner; Joe Atencio, partner; Tracy Pizzi, partner and CFO; Daniel Alter, CEO of Suave Brands Company (SBC)
Major Products: Hair care, skin care, footcare, hair removal devices and sexual wellness products. Brands include Suave, Dr, Scholls, Isle of Paradise, Byoma, Tanologist, Tan Luxe, Plum, Freeman Beauty, Amope, Krack, Psst, c.Booth, Clio, PlusOne, EcoTools and Real Techniques
New Products: Suave Lush & Coily
Comments: Yellow Wood Partners LLC, a Boston-based private equity firm, is the new owner of Suave in North America, which it acquired from Unilever in May.
When the transaction was completed, Yellow Wood Partners created Suave Brands Company (SBC), a stand-alone business to support the high-profile brand. Daniel Alter, a 20-year Unilever veteran with global strategy and operations expertise, was appointed to head SBC, which is based in New Jersey.
“We are excited about Suave’s ability to benefit from the growing consumer demand for value-based brands. There is great opportunity to do more with Suave’s leading brand awareness and consumer loyalty and to lead that effort we are pleased to welcome Daniel Alter as CEO. His and Yellow Wood’s deep branded CPG experiences will help Suave execute on new growth levers to build the business and identify new personal care brand acquisitions,” said Tad Yantai, partner of Yellow Wood Partners.
Yellow Wood also has stakes in beauty with Isle of Paradise, Byoma, Tanologist, Freeman Beauty, hair removal tools (Clio), and in sexual wellness with brands like PlusOne.