Sodalis Group Acquires HRB Brands

Tengram Capital Partners has sold HRB Brands (HRB) to Sodalis Group, a European beauty and personal care platform.

HRB is a hair and skin care business with 20 brands including Alberto VO5, Zest, Coast, Brut, Pert, Sure, Zero Frizz, Rave, SGX NYC and Thicker Fuller Hair. HRB’s brands are found in more than 30 million homes across the Americas. Sodalis Group’s brands include Debby, ArtDeco, BioPoint, DermoLab and more.

HRB was acquired by Tengram in 2020 and has since expanded its reach into Latin America and strengthened its brand portfolio through strategic acquisitions. Tengram’s investment in HRB’s management, operational infrastructure and services enables the company to continue to grow and maintain its market leadership.

William Sweedler, Managing Partner of Tengram and Windsong, said: "HRB represents the culmination of four years of hard work and epitomizes a classic transaction: excellent management, supported by our own internal expertise, enabled by flexible capital and expert M&A. We are grateful for the opportunity to work with Jim and his team through the challenging COVID restructuring and subsequent accelerated growth. After four years of tremendous effort, we are pleased to deliver outsized returns to our loyal investors."

Jim Daniels, CEO of HRB, said: "I would like to thank Bill and the Tengram/Windsong team for being excellent partners to HRB and instrumental in developing and executing our organic and acquisitive growth strategy. Becoming part of the Sodalis Group opens an exciting new chapter for us. Our combined teams are already working well together, leveraging each other's talent and brand portfolio to rapidly grow our combined businesses in Europe, North America and Latin America."

Fabio Granata, CEO of Sodalis Group "With this acquisition, a seemingly crazy dream has become reality: Sodalis enters the U.S. market through a directly owned subsidiary. This is a huge transition for a company that was born in a small Italian province and is now expanding into the U.S. market. We believe that Sodalis USA's development plans are very important, not only for the current business, but also as a great platform to launch our strong European brands in North and South America and complete new acquisitions."