Helen of Troy to Acquire Pert Plus, Sure Brands

Posted on March 10, 2010 by HFN Staff

EL PASO, Texas-Helen of Troy has entered into an agreement to purchase the Pert Plus hair-care brand and the Sure anti-perspirant and deodorant brand from Innovative Brands.

The purchase price was not disclosed in a statement released this morning by Helen of Troy, and the company said it expects the transaction to close at the end of this month. Gerald Rubin, the company's chairman, president and chief executive officer, said the two brands will underscore the company's position in the hair-styling and personal-grooming markets. "Adding Pert Plus and Sure will enhance our role as a comprehensive provider of solutions for our hair-care and personal-grooming consumers and styling professionals," Rubin said.

He added that Helen of Troy will integrate Pert Plus and Sure into its Idelle Labs division, which markets hair-care and skin-care products. Rubin said the two brands are expected to generate about $65 million in annual sales for the division.


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