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.
- Industry
- Consumer Products
- Location
- California, United States
- Transaction Type
- Buyout
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