Unilever agree to sell Brut to Helen of Troy

by Grant Osborne, 02 September 2003

Image:Grant Osborne

Unilever today announced that it has signed a definitive agreement to sell the Brut brand of male personal care products in the United States, Canada, Mexico, Puerto Rico and elsewhere in Latin America to Helen of Troy Limited of El Paso, Texas. Unilever will receive $55 million in cash in a transaction that is expected to be completed in 2003, subject to regulatory approvals.

The brand had combined sales of $45 million in 2002 in the Americas. The Brut brand includes fragrance, antiperspirant, and deodorant products.

This sale is part of Unilever's Path to Growth strategy, which calls for reducing significantly the number of non-strategic brands in its portfolio regionally or globally in order to focus its resources on brands with strong leadership positions and the greatest growth potential. This transaction does not affect Unilever's ownership of the Brut brand in the rest of the world outside of the Americas, including Europe, Africa, Australia, Asia and the Middle East.

Categories: Men's Fragrance, Licensing, Acquisitions, Brut, Fabergé, Helen of Troy, Unilever

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Unilever agree to sell Brut to Helen of Troy

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