Wednesday, October 31, 2007
Is This Really Good News?
The Clorox Company, as part of its strategy to grow in and beyond its core in fast-growing, higher-margin consumer-product categories, today announced it will acquire Burt’s Bees, a leader in the natural personal care category.
The highly fragmented U.S. natural personal care market represents about $6.4 billion in sales and is currently growing at about 9 percent annually. Founded in 1984, the Burt’s Bees® brand today is regarded among many consumers who purchase natural personal care products as the “most natural” personal care brand and as the leading natural brand in the U.S. The acquisition of Burt’s Bees is strongly aligned with Clorox’s Centennial Strategy to pursue growth in areas aligned with consumer “megatrends” in health and wellness, sustainability, convenience and a more multicultural marketplace.
SOURCE
The highly fragmented U.S. natural personal care market represents about $6.4 billion in sales and is currently growing at about 9 percent annually. Founded in 1984, the Burt’s Bees® brand today is regarded among many consumers who purchase natural personal care products as the “most natural” personal care brand and as the leading natural brand in the U.S. The acquisition of Burt’s Bees is strongly aligned with Clorox’s Centennial Strategy to pursue growth in areas aligned with consumer “megatrends” in health and wellness, sustainability, convenience and a more multicultural marketplace.
SOURCE
Labels: big company, burt's bees, clorox
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