Helen Of Troy Acquires License For Pert Plus, Sure Brands

Helen of Troy Limited announced today that it has entered into an agreement with Phoenix-based Innovative Brands, LLC, to acquire the Pert Plus hair care and Sure anti-perspirant and deodorant businesses from Innovative Brands.
The completion of the transaction is subject to Hart-Scott-Rodino review and customary closing conditions. The acquisition is expected to close at the end of March 2010.
“We are very pleased to acquire the Pert Plus and Sure brands from Innovative Brands,” said Gerald J. Rubin, Chairman, president and CEO of Helen of Troy, in a prepared statement. “We have a growing position in hair care styling and personal grooming with our innovative appliance and accessory businesses and 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.
“We expect to quickly integrate Pert Plus and Sure into our Idelle Labs division, which markets and manages our hair and skin care products. We estimate that the Pert Plus and Sure brands will generate approximately $65 million in annual sales for our Idelle Labs division. We also expect the acquisition to be accretive upon integration into our Idelle Labs division.”