Consumer Products Acquisitions in 2025

Crown Brands Group, backed by G72 Holdings, has acquired iconic intimate apparel brand Hanky Panky in partnership with Rafar Group (the parent of Gelmart International). Rafar Group will serve as the core operating partner overseeing product, e-commerce and distribution while Hanky Panky founders will remain on the board; the deal is Crown's inaugural acquisition and establishes a new premium consumer brand platform.

VSP Vision has completed the acquisition of Marcolin, a global eyewear design, manufacturing, and distribution group, from PAI Partners and other minority shareholders. The deal expands VSP's eyewear capabilities and brand portfolio, complementing its Marchon Eyewear business and strengthening its global manufacturing and distribution footprint.

A syndicate of global investors led by Snapdragon Capital Partners, with financing provided by funds managed by Strategic Value Partners (SVP), has acquired Better Being Co. HGGC has sold its remaining stake and exited the business after an eight-year partnership; the new investors committed a financial reserve to support near-term acquisitions to expand Better Being's brand portfolio and global reach. Better Being, a vertically integrated manufacturer and marketer of dietary supplements and personal care brands (including Solaray and Zhou Nutrition), is headquartered in Utah and employs nearly one thousand people.

Escalade, Inc. has acquired the assets of AllCornhole, a leading supplier of cornhole bags and equipment. The transaction adds AllCornhole to Escalade's Rec Sports portfolio to complement its Victory Tailgate brand and expand Escalade's presence in the tournament-level cornhole market.

Gordon Brothers has made a majority investment in the intellectual property and related consumer business of the Rachel Zoe brand. Rachel Zoe remains a significant shareholder and will continue as Founder and Chief Creative Officer while Gordon Brothers will expand licensing, product categories, experiences and distribution to drive growth.

Architect Equity has sold Faultless Brands, the Kansas City–based maker of fabric care and household cleaning brands including Faultless, Niagara, Magic and Bon Ami, to NiTEO Products, a portfolio company of Highlander Partners. Terms were not disclosed; the deal acts as an add-on to NiTEO's platform to expand brand and category capabilities in household and fabric care.

BuDhaGirl has acquired French fashion jewelry brands Kumali and ShanShan and launched Zen Collective, a new luxury holding company led by founder Jessica Jesse. The deal expands BuDhaGirl’s European footprint with Paris operations while integrating Kumali as a collection and preserving ShanShan as a distinct Parisian house.

Maven’s MBO Fund II, together with other Maven client funds, has committed up to £15 million to back Covestus, a Cheltenham-based consumer healthcare platform, to accelerate its buy-and-build strategy. The initial investment will support Covestus’s acquisition of two oral-care brands, UltraDEX and Dentyl, from Venture Life Group plc to strengthen its UK and international oral-care footprint.

NiTEO Products, a portfolio company of Highlander Partners, has acquired Folexport, Inc. (FOLEX), a Tualatin, Oregon-based maker of carpet, fabric and hard-surface cleaning products, from Barrett and Patty Lash. The deal expands NiTEO's household products portfolio and is supported by senior financing from Monroe Capital and mezzanine/equity from NMP Capital.

The Riverside Company has invested in Shine (Shine Window Cleaning), which will be integrated as an add-on to Riverside portfolio company Evive Brands. Shine, a Jenison, Michigan–headquartered franchisor operating over 75 territories across 20 states, will join Evive’s home-services platform to accelerate franchise growth and expand residential and commercial exterior services.

Kingdom of Threads has acquired the TTRPG (tabletop role-playing game) merchandise line from Storymakers Trading Co., expanding its product catalog beyond bookish merchandise into gaming-themed pins, stickers, washi tapes, and greeting cards. The Storymakers brand name will continue under new owner Marie Criddle, who will focus on the fantasy-style state map collection; founder Tomi Ann Hill has transitioned the TTRPG product line to Kingdom of Threads so she can move into a new chapter.

STARK, the luxury carpet and rug design house, has acquired Fort Street Studio, the bespoke atelier founded by Janis Provisor and Brad Davis known for hand-knotted silk rugs. Fort Street Studio will operate as a distinct brand within the STARK portfolio, with its creative team and leadership retained to preserve the studio's artisanal approach while expanding STARK's luxury, bespoke offerings.

Avista Healthcare Partners has completed its acquisition of PK Benelux, a leading Dutch vitamins, minerals and supplements (VMS) company and owner of the Lucovitaal brand. The deal strengthens Avista’s consumer health platform in Western Europe and will continue PK Benelux’s founder-led operations from its Uden headquarters.

Vision Healthcare (an Avista Healthcare Partners portfolio company) has acquired Svenskt Kosttillskott, a leading Swedish e-commerce supplements retailer, and New Care Supplements BV, a Dutch nutraceutical brand. The add-on deals (New Care closed June 2025; Svenskt closed July 2025) strengthen Vision’s presence in the Netherlands and the Nordics and expand its D2C product offering and pan‑European distribution and digital capabilities; terms were not disclosed.

The Hershey Company has completed its acquisition of LesserEvil, an organic snack brand known for popcorn and puffs made with better-for-you ingredients. The deal expands Hershey's better-for-you and salty snack portfolio while retaining LesserEvil's leadership team and brand positioning.

Marquee Brands has acquired Stance, the San Clemente-based lifestyle and performance sock brand. The deal brings Stance into Marquee's global portfolio (backed by Neuberger Berman) and pairs the brand with United Legwear & Apparel Co. (ULAC) as its global licensee for most territories to drive product, retail and e-commerce expansion.

Bluestar Alliance has completed the acquisition of the Dickies workwear and lifestyle brand from VF Corporation. The purchase adds a century-old heritage apparel brand to Bluestar's youth-luxury portfolio and is intended to accelerate Dickies' global expansion across new categories and markets, particularly in EMEA and APAC.

Praesidian Capital completed a strategic follow-on equity investment in Round 2, LLC, a South Bend, Indiana-based designer and manufacturer of collectible models, die-cast vehicles and hobby products. The additional capital will support product development, supply-chain capabilities, digital engagement and expanded distribution — including international growth — building on Praesidian’s original 2021 investment.

Youtooz has acquired Microdesigns, a UK-based maker of premium licensed brick-built display models, expanding Youtooz's product portfolio beyond vinyl figures into buildable collectibles and unlocking on-site retail channels. Microdesigns founder Josh Moir and core partners will join Youtooz to accelerate category growth; terms were not disclosed.

Kimberly-Clark agreed to acquire Kenvue, the Johnson & Johnson spin-off that owns Tylenol, Neutrogena, BAND-AID and other consumer health brands, in a cash-and-stock transaction valued at about $48.7 billion. The deal will combine major consumer-health and personal-care portfolios under Kimberly-Clark and is expected to generate pro forma 2025 net revenues of roughly $32 billion.

Delaware Valley Floral Group (DVFG) has acquired family-owned Marvin's Flower Gardens, a wholesale florist based in Indianapolis, to expand DVFG's presence in the Midwest. The Feldman family will remain involved in the business while Marvin's customers gain access to DVFG's product selection, logistics network, and e-commerce tools.

Consello Capital, the private equity arm of Consello, has closed a strategic growth investment in CleanBoss, the consumer and commercial cleaning products company co‑founded by Joy Mangano and Pitbull. The capital will support CleanBoss's expansion across retail, DTC and commercial channels and accelerate distribution of its CleanBoss Pro industrial product line.

Tru Fragrance & Beauty has acquired fragrance brand Lake & Skye, which it first backed with a minority investment in 2018. Tru plans to scale the US-based brand, deepen relationships with national retailers including Ulta, Nordstrom and Blue Mercury, and retain founder Courtney Somer as Chief Creative Officer and minority equity owner; Roxann Blasz will become President.

Feit Electric has quietly acquired the Cree Lighting residential lamp portfolio (branded as "Cree Lighting Home") under a confidential agreement, taking ownership of the Cree name and trademarks for the North American residential market. The carve-out appears to have been completed without a formal public announcement; the residential business had previously been associated with private equity owner ADLT and the broader Cree Lighting organization.

Twin Star Home, a Z Capital Group-backed omnichannel home furnishings platform, acquired Walker Edison’s assets after Walker Edison filed for Chapter 11 and Twin Star emerged as the successful bidder in a court‑supervised auction. The deal will integrate Walker Edison’s e-commerce capability and design pipeline into Twin Star Home to expand omnichannel reach, sourcing, and distribution across multiple product categories.

Designworks Collective, a Nashville-based lifestyle design house, has acquired Oré Originals, the Long Beach, California company behind the Sugarbooger children's line and Speckle & Spot pet collection. The acquisition expands Designworks Collective's portfolio into children's and pet lifestyle categories and will leverage the buyer's retail and showroom channels to grow product distribution and international reach.

Shanghai Juyi Cosmetics Co., Ltd. (JOY GROUP) has completed the full acquisition of Foltène, an Italian dermatological hair-care brand founded in Milan in 1944. The transaction includes Foltène's brand assets, global distribution network, supply chain and its research laboratory in Italy, and supports JOY GROUP's strategy to expand its hair and scalp care capabilities and international footprint.

The Bay Club Company has acquired Harbor Square Athletic Club in Edmonds, Washington, expanding Bay Club’s presence in the Pacific Northwest. The deal brings the full-service Harbor Square club into Bay Club’s membership network as an add-on to its West Coast portfolio; financial terms and the seller were not disclosed.

Tommie Copper, a Tengram Capital portfolio company, has acquired Freeze Sleeve, a maker of gel cooling cold-therapy sleeves for at-home use. The acquisition expands Tommie Copper's pain-management product portfolio and integrates Freeze Sleeve's cold-therapy technology into its direct-to-consumer and retail channels; terms were not disclosed.

Escalade, Inc. announced the acquisition of the Gold Tip business, including the Bee Stinger line, from Revelyst Inc. The deal adds precision carbon arrows and premium stabilizers to Escalade’s archery portfolio to strengthen its position in the archery and bowhunting market and better serve dealers, distributors and retailers.

Easy Mile Fitness, a privately held Planet Fitness franchisee based in Boston, acquired 15 Planet Fitness locations in Oregon and two in Alaska (17 clubs total) from Bravo Fit Franchise Group. The deal expands Easy Mile's footprint in the Pacific Northwest—making it the largest Planet Fitness operator in Oregon—and was financed by Fifth Third Bank with advisors supporting both sides.

HARMAN International, a subsidiary of Samsung Electronics, has completed the acquisition of Sound United, the former consumer audio business of Masimo Corporation. The deal transfers Sound United's portfolio of premium audio brands — including Bowers & Wilkins, Denon, Marantz, Polk Audio, HEOS, Classé, Definitive Technology and Boston Acoustics — to HARMAN, expanding its product offerings across home, personal and automotive audio; media reports value the transaction at approximately $350 million.

Vida Shoes International, Inc. has completed the acquisition of Munro & Company, Inc., a Hot Springs, Arkansas–based footwear brand known for comfort-driven women's styles. The deal strengthens Vida's position in the comfort footwear category and brings Munro's legacy brand and retail relationships into Vida's portfolio; Munro's co-founder/CEO leadership will transition into a sales role at Vida.

Brave Toys, the parent company behind Connetix, has completed a full acquisition of My Creative Box, an Australian maker of educational activity and subscription boxes for children. Brave Toys had previously acquired a 50% stake in June 2024 and the full purchase is intended to strengthen its educational toy portfolio and support My Creative Box's international growth.

Windsong Global has acquired KVD Beauty from Kendo (an LVMH-owned incubator) and will fold the brand into its multi-brand platform Belle Brands. Terms were not disclosed; Windsong plans a rebrand, SKU rationalization and to lean into eye and lip categories while leveraging KVD's retail distribution and social following to revive growth.

L Catterton has made a strategic growth investment in Seki Furniture, a leading Japanese furniture manufacturer and retailer, to support the company’s next phase of expansion. The transaction will leverage L Catterton’s consumer industry experience while Seki’s founding family and CEO Hideki Haruta continue to lead the business.

Creative Brands, a subsidiary of CBC Group, has acquired The Gift Wrap Company, the oldest established gift wrap manufacturer in the United States (founded 1903). The acquisition broadens Creative Brands' product portfolio in seasonal and everyday giftware and will integrate The Gift Wrap Company's lines into Creative Brands' national distribution network while maintaining the brand's New England heritage.

HALO Dream Inc., a Transom Capital Group portfolio company, has acquired Child Craft, a legacy brand of wood nursery furniture and decor. The deal expands HALO's premium nursery product portfolio and brings Child Craft's cribs, beds and dressers into the HALO brand; financing was supported by Wingspire Capital and Blue Torch Capital.

Creative Brands, a Phoenix-based distribution, importing and manufacturing subsidiary of CBC Group, has acquired C.R. Gibson, a Nashville-based maker of memory books, stationery and gifting products. The acquisition adds C.R. Gibson’s four brands and broad retail presence (products sold at over 10,000 gift retailers across the U.S., Canada and the U.K.) to Creative Brands’ portfolio.

Global investment firm 3G Capital has completed its previously announced acquisition of Skechers U.S.A., Inc., taking the footwear and apparel company private and resulting in Skechers’ delisting from the NYSE. Skechers will remain led by CEO Robert Greenberg and President Michael Greenberg as 3G pursues long‑term value creation and operational initiatives for the brand.

BBQGuys, the Baton Rouge–based e-commerce retailer owned by Brand Velocity Group, has acquired Mont Alpi, a premium manufacturer of modular outdoor kitchen islands and grills. The acquisition expands BBQGuys' portfolio of owned brands (joining Blaze and PCM), strengthens its turnkey outdoor kitchen capabilities, and aims to accelerate product innovation and go-to-market reach while keeping Mont Alpi's leadership and operations in place.

Nutrabolt has made a new, significant investment in Bloom Nutrition, expanding a strategic partnership that began with a minority stake in January 2024. The investment strengthens Nutrabolt's consumer wellness portfolio and supports Bloom's continued product and distribution expansion while Bloom's founders remain in control of the brand.

ARCHIMED, a healthcare-focused private equity firm, has acquired Groupe Laboratoire Rivadis, a French developer and manufacturer of dermo-cosmetics and hygiene products (brands include Rivadouce, Milton and Auriège). The seller, majority shareholder Christian Lainé, is reinvesting a meaningful portion of proceeds; ARCHIMED plans to support Rivadis' growth and strengthen its position in the consumer health / dermo-cosmetics market.

JustBrand Limited, the Philadelphia-based owner of multiple heated and cooling apparel brands, has acquired Venture Heat, a pioneer in battery-heated gear. The deal strengthens JustBrand's R&D, product lineup, and retail distribution in heated apparel across consumer, tactical and industrial end markets.

Rawlings Sporting Goods has acquired Tanner Tees, a Sarasota-based maker of premium batting tees founded by Joe Tanner. The acquisition expands Rawlings' product portfolio into diamond sports training equipment and brings Tanner Tees' industry-standard batting tees to Rawlings' global distribution channels.

Whele, LLC (Razor Group) and Infinite Commerce announced a merger to form a combined Razor-branded company headquartered in Berlin and Boston, creating a global consolidator of Amazon FBA and e-commerce marketplace brands. The combined business will integrate technology and operational capabilities, with Infinite CEO Steve Neufer serving as Executive Chairman and the merged company targeting improved profitability and further M&A-led growth.

NexPhase Capital has made a strategic growth investment in Magic Science Corporation, the health-sciences company behind the Magic Molecule skincare brand and a U.S. manufacturer of hypochlorous acid (HOCl) products. The investment will be used to scale product development, retail distribution, and manufacturing capabilities as Magic Molecule expands its omnichannel retail presence.

Denver-based private equity firm Fruition Partners has acquired The Memory Company (TMC), a Phenix City, Alabama-based developer and distributor of licensed drinkware, home décor, and related hard goods. Founder Charles Sizemore sold the company but will remain a significant investor; KeyBank provided senior secured financing to support the transaction and working capital needs.

Cricket Hill Inc., doing business as Archway Pet Food, has acquired Bright Planet Pet, a Minnesota-based maker of 100% plant-based dog treats. Bright Planet will continue operating under its brand while joining Archway's operational platform and distribution network; founder Katherine Ellison will join Archway's advisory board.

Vivos Holdings, a portfolio company of Emprise Group, has completed its combination with Nice-Pak Products, bringing together two manufacturers of private‑brand and co‑manufactured hygiene and personal care products. The deal expands Vivos' geographic footprint, manufacturing capabilities, and product development capacity, creating a larger solutions partner for brand owners and retailers.