Affiliates of CriticalPoint Acquire Pura Vida Bracelets from Vera Bradley

June 24, 2025

Affiliates of CriticalPoint have acquired consumer wearables brand Pura Vida Bracelets from Vera Bradley, Inc. CriticalPoint will install Ryan Heuser (co‑founder and former president of Paul Frank) as Pura Vida's CEO and intends to apply its operational expertise to accelerate the digitally native brand's growth.

Buyers
Affiliates of CriticalPoint
Targets
Pura Vida Bracelets
Sellers
Vera Bradley, Inc.
Location
California, United States
Transaction Type
Buyout

Explore More

Related Acquisitions

Track M&A activity that matters to you

Get real-time deal alerts, build buyer lists with AI, and access our full acquisition database. Start your free trial today.