Helen of Troy completes Brut purchase

by Grant Osborne, 29 September 2003

Unilever today announced that it completed the sale of its 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, for $55 million in cash. The two companies announced on September 2, 2003, that they had reached a definitive agreement.

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

The sale by Unilever is part of the company's Path to Growth strategy, a five-year strategic plan announced in February 2000 designed to accelerate top-line growth and further increase operating margins. The plan includes a series of initiatives to focus on fewer, stronger brands and businesses and to promote faster growth.

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

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Helen of Troy completes Brut purchase

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