High Ridge Brands acquires White Rain of Sun Products

Private equity investment firm Brynwood Partners and The Sun Products have jointly announced that High Ridge Brands, Brynwood VI’s portfolio company, has signed a definitive agreement to acquire the rights to the White Rain, a personal care brand from Sun Products.

The US-based firm’s new transaction also includes the acquisition of the brands such as Adorn, The Dry Look, Mink and Toni.

The firm’s new transaction will complete by 2 July 2012, while the terms and conditions of the transaction were not disclosed.

Sun Products chairman, president and CEO Jeffrey Ansell said the White Rain brand has deep heritage in the personal care business, which will help the firm in growing the business behind a broader product line-up and improved packaging.

"However, our personal care products are not strategically aligned with Sun Products’ core portfolio of iconic laundry and household care products. We are pleased to transition ownership to a company where these brands represent a much better strategic fit. I’d like to thank Sun Products’ employees, who have nurtured the White Rain brand, and High Ridge Brands for working closely together to facilitate a smooth transition," added Ansell.

White Rain, initially introduced by Gillette in 1952, offers a diverse product portfolio that includes shampoos, conditioners, body washes and hair styling products for the entire family.

The products would be available through leading retailers in the food, drug, mass and dollar channels in the US.