Today Edgewell Personal Care Company (NYSE: EPC) today announced that it has entered into a definitive purchase agreement to acquire CREMO, in an all-cash transaction at a purchase price of $235 million. The deal is expected to close sometime in Q1 2021.
Edgewell Personal Care is already a pretty big player in the shaving brands community (among other personal care lines) but listening to the president of Edgewell explain why the CREMO purchase was important and where it fit into the grand scheme of things was rather interesting. He briefly discussed how the prolonged period of quarantine has impacted men's grooming then went on to explain how some brands in the Edgewell line-up were meant to be more "premium" than others and that CREMO would be a boost to the more consumer accessible premium products. He seemed to imply it fell between Bulldog® and Jack Black® or might be "more accessible than" either of those brands.
Some of Edgewell's established brand names include ...Schick®, Wilkinson Sword®, Personna®, Edge®, Skintimate®, Banana Boat®, Hawaiian Tropic®, Bulldog® and Jack Black® In any case the Company has a broad global footprint and operates in more than 50 markets (including the U.S., Canada, Mexico, Germany, Japan, the U.K. and Australia) so it should be a huge boost to the CREMO brand.
Unlike their attempt to purchase Harry's which was scrapped earlier this year due to FTC opposition, this acquisition looks like a pretty sure thing.
Edgewell Personal Care is already a pretty big player in the shaving brands community (among other personal care lines) but listening to the president of Edgewell explain why the CREMO purchase was important and where it fit into the grand scheme of things was rather interesting. He briefly discussed how the prolonged period of quarantine has impacted men's grooming then went on to explain how some brands in the Edgewell line-up were meant to be more "premium" than others and that CREMO would be a boost to the more consumer accessible premium products. He seemed to imply it fell between Bulldog® and Jack Black® or might be "more accessible than" either of those brands.
Some of Edgewell's established brand names include ...Schick®, Wilkinson Sword®, Personna®, Edge®, Skintimate®, Banana Boat®, Hawaiian Tropic®, Bulldog® and Jack Black® In any case the Company has a broad global footprint and operates in more than 50 markets (including the U.S., Canada, Mexico, Germany, Japan, the U.K. and Australia) so it should be a huge boost to the CREMO brand.
Unlike their attempt to purchase Harry's which was scrapped earlier this year due to FTC opposition, this acquisition looks like a pretty sure thing.
