- CPG Executive Alfie Vivian Named CEO of Newly Independent
Company
- Yellow Wood Extends Position as Leading Health and Beauty
Investor with Global Brand Portfolio Retail Sales of Over
$3 Billion
BOSTON, June 6, 2024
/PRNewswire/ -- Yellow Wood Partners LLC ("Yellow Wood"), a
Boston-based private equity firm
focused on investing in consumer brands and companies, today
announced that it has completed the acquisition of Elida Beauty
brands from Unilever (NYSE: UL). The Elida Beauty portfolio of
storied consumer brands includes Q-tips®, Caress, Ponds and St.
Ives (for North America and
Europe only),
Impulse, Noxzema, Monsavon, and Timotei, among others. The new
company has global reach with offices in Dallas, London, and Paris.
In conjunction with the closing, Alfie
Vivian, a seasoned C-level consumer packaged goods
executive, has been appointed as Chief Executive Officer of Elida
to work with the Yellow Wood team to develop the next chapter of
the company's growth. Mr. Vivian most recently served as Senior
Vice President / Group General Manager of Tyson Foods. Prior to
that, he was with Unilever in different geographies for nearly 30
years in senior general management and brand building roles. He
operated in North America for 10+
years managing multi-billion dollar businesses.
Tad Yanagi, Partner at Yellow
Wood Partners, commented, "We are excited to complete this carve
out with Unilever and formally welcome Alfie Vivian and the Elida Beauty team into the
Yellow Wood family. Elida Beauty's brands are recognized around the
world and align perfectly with our existing portfolio. Alfie's and
our collective brand building experience across North American and
international markets will help unlock Elida's global growth
potential as a newly independent company."
Dana Schmaltz, Yellow Wood
Partner, commented, "We have a successful formula and broad
expertise to identify great consumer brands that can benefit from
independent, focused ownership. The true nature of success in
completing these corporate carveouts is based in the Yellow Wood
Consumer Operating DNA® strategy. This playbook, executed by
our team, allows us to work seamlessly with the large global CPG
companies to create the stand alone
operating infrastructures necessary to begin these
brands' evolution as independent companies. Our expertise allows us
to do this in very short time frames which benefits the corporate
seller, our retail partners and, most importantly, the brands and
their consumers as these transitions can create confusion and
brands can suffer. Elida Beauty is another example of our
disciplined approach where we believe these brands can benefit from
additional investment and highly focused attention as an
independent company. This marks our second carve out from
Unilever following our successful
experience working with them on our acquisition of the
Suave brand last year, and, Elida is our fifth corporate carve out
in the last four years from large multi-national
CPG companies including Bayer Pharmaceuticals, Reckitt
Benckiser, Haleon, and Unilever."
Mr. Vivian, CEO of Elida Beauty, said, "Yellow Wood's
creativity, entrepreneurial spirit, and commitment to excellence
combined with the Elida Beauty team's experience will continue our
evolution into a powerful multi-brand beauty company. Yellow Wood's
partnership allows us to build on the legacy of these brands and
accelerate development of our product portfolio across global
markets."
Yellow Wood's diverse portfolio now includes over 50 consumer
brands with total retail sales of approximately $3 billion. Yellow Wood's family of brands
include beauty and personal care products company The Suave Brands
Company, which includes the Suave and ChapStick brands; leading
global footcare brand Dr. Scholl's and Scholl International; Beacon
Wellness Brands, led by its anchor brand PlusOne®, the #1 sexual
wellness device brand; self-tanning brands Isle of Paradise,
Tanologist and TanLuxe; skincare brand Byoma; and PPI Beauty, Inc.,
which includes Real Techniques and, Ecotools.
About Yellow Wood Partners
Yellow Wood Partners is a Boston-based private investment firm that
invests exclusively in the consumer industry in the middle market.
The firm seeks to acquire branded consumer products that sell into
a variety of consumer channels, including mass, drug, food,
specialty, value, club, and e-commerce. Yellow Wood's Consumer
Operating DNA® investment and operating strategy is based on
utilizing the firm's functional operating resources to help
maximize brand performance by driving organic growth to increase
operating efficiencies. The firm further seeks to acquire
additional brands to accelerate growth in its limited number of
platform companies. For more information, please visit
www.yellowwoodpartners.com.
Contact: Chris Tofalli
Chris Tofalli Public Relations, LLC
chris@tofallipr.com
914-834-4334
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SOURCE Yellow Wood Partners