Personal care appliance maker The Gillette Company (Boston, MA, U.S.) announced that it has signed a definitive agreement to acquire the Rembrandt(R) brand of at-home and professional teeth-whitening products from privately-held Den-Mat Corporation (Santa Maria, CA, U.S.).
The transaction, expected to be completed in the second quarter, is subject to customary regulatory and other closing conditions. Financial terms were not disclosed.
"Rembrandt is a well-established, premium-priced whitening brand with strong consumer loyalty and excellent U.S. retail distribution and shelf position," said Bruce Cleverly, president, Gillette Oral Care. "While we will continue our focus on Oral-B's core franchise in manual and power brushing, this acquisition places us in the dynamic whitening segment that will be a platform for future growth."
With its Oral-B products, The Gillette Company brand includes manual and power toothbrushes for adults and children, oral irrigators, and oral care centers. The Rembrandt product portfolio includes whitening toothpastes, bleaching kits, mouth rinses, and breath fresheners for consumer and professional use.
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