Key Takeaways
- • Adventure Ready Brands, a New Hampshire-based outdoor, safety and personal care company backed by Victor Capital Partners, has acquired CleanLife No Rinse, a pioneer in waterless personal hygiene products.
- • CleanLife, founded more than 60 years ago, manufactures its rinse-free shampoos, body baths and bathing wipes in-house in Ohio.
- • The deal expands Adventure Ready Brands' personal care portfolio and gives CleanLife access to the company's sales, distribution and retail relationships across the U.S. and internationally.
- • CleanLife President Greg Davis will remain involved with the business during the transition; no purchase price was disclosed in the announcement.
Summary
Adventure Ready Brands, a leading company of trusted outdoor, safety and personal care brands, announced its acquisition of CleanLife No Rinse, according to a Business Wire release. CleanLife describes itself as a pioneer in the waterless personal hygiene category, offering rinse-free shampoos, body baths and bathing wipes for situations where traditional bathing is difficult or unavailable, indoors or outdoors. The company manufactures its products in-house in Ohio.
Greg Davis, President of CleanLife, will continue to remain involved with the business to support its transition to Adventure Ready Brands. Adventure Ready Brands, founded in 1973 in New Hampshire's White Mountains, operates manufacturing and distribution facilities in New Hampshire and Montana and is backed by Victor Capital Partners, a middle-market private equity firm. Its existing portfolio includes After Bite, Ben's repellents, Counter Assault, LuminAID, SOL and Adventure Medical.
According to CEO Chris Heye, CleanLife fits well alongside the company's recently launched personal care and hygiene products under the Adventure Ready brand name, and the company sees significant opportunity to scale the business and grow market share with consumers and retail partners. The companies said Adventure Ready Brands will accelerate new product innovation at CleanLife, broaden existing product lines and expand distribution across outdoor and consumer retailers, leveraging its sales teams, retail relationships and marketing capabilities. Davis said the acquisition brings the resources needed to reach new customers. The announcement did not disclose the purchase price or other financial terms.
Greg Davis, President of CleanLife, will continue to remain involved with the business to support its transition to Adventure Ready Brands. Adventure Ready Brands, founded in 1973 in New Hampshire's White Mountains, operates manufacturing and distribution facilities in New Hampshire and Montana and is backed by Victor Capital Partners, a middle-market private equity firm. Its existing portfolio includes After Bite, Ben's repellents, Counter Assault, LuminAID, SOL and Adventure Medical.
According to CEO Chris Heye, CleanLife fits well alongside the company's recently launched personal care and hygiene products under the Adventure Ready brand name, and the company sees significant opportunity to scale the business and grow market share with consumers and retail partners. The companies said Adventure Ready Brands will accelerate new product innovation at CleanLife, broaden existing product lines and expand distribution across outdoor and consumer retailers, leveraging its sales teams, retail relationships and marketing capabilities. Davis said the acquisition brings the resources needed to reach new customers. The announcement did not disclose the purchase price or other financial terms.
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