The Village Company Acquires Iconic Personal Care Brands From High Ridge Brands

The Village Company, a privately held, rapidly growing manufacturer and marketer of leading personal care products, announced today that it has acquired the global assets and rights associated with the Soft & Dri, La Bella, Dep, Pure & Natural, Mink Difference, Adorn, and The Dry Look brands from High Ridge Brands. Terms and conditions of the transaction were not disclosed.

“We are thrilled to acquire these iconic brands and to expand The Village Company portfolio of personal care products,” said Paul Norton, CEO of The Village Company.  “We look forward to integrating these brands into our organization and are excited about the potential that this acquisition brings to our company. The addition of these well-known items to our product line will increase our value to retail partners and enhance our offering to meet even more consumer needs.”

Many of the new brands have histories dating back to the 1950’s and 1960’s, and continue to enjoy a passionate following.  Also, in addition to the U.S., this portfolio of brands has distribution with retailers in Canada; and the acquisition will allow The Village Company to expand its current brands to new geographies. 

About The Village Company:  Originally known as Minnetonka, Inc., the Village Company (TVC) has a long and rich heritage in personal care products. Today, TVC markets Mr. Bubble, the #1 brand in children's bath; Sesame Street bubble bath; and Village Naturals Therapy and Aromatherapy bath products.  The company’s brands are widely distributed through leading retailers in the food, drug, mass and beauty channels. 

About High Ridge Brands Co.:
High Ridge Brands Co., headquartered in Stamford, Connecticut, was formed by Brynwood Partners VI L.P. in January 2011 to purchase the North American Zest personal cleansing brand from The Procter & Gamble Company and to serve as a platform for further acquisitions in the personal care consumer segment.   For more information on High Ridge Brands Co., please visit

For more information, please visit or contact Kirk Hodgdon at Altus Marketing & Business Development at 612-377-4451.

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