GRAND RAPIDS, Mich., July 25, 2016 /PRNewswire/ -- Ranir, LLC, a leading global manufacturer of store brand oral care products and value branded oral care products under the Plackers trademark, today announced it has acquired the REMBRANDT® teeth whitening brand from Johnson & Johnson Consumer Inc. The deal includes all intellectual property and rights to the REMBRANDT brand. Terms of the deal were not disclosed.
REMBRANDT developed the original whitening toothpaste and later expanded its product offerings within the dental whitening category. The brand is synonymous with quality whitening products and provides Ranir an additional platform for the growing teeth whitening segment. While dental whitening products will be Ranir’s initial focus with REMBRANDT, expansion into adjacent dental categories may be considered as future growth vehicles.
The acquisition of REMBRANDT gives Ranir another oral care trademark, along with its current Plackers brand, to complement the company’s full portfolio of high quality, affordable store brand oral care products. Ranir’s manufacturing expertise, combined with its focus on consumer and customer insight driven product innovation will be instrumental in building upon the strong whitening heritage of the Rembrandt brand.
“We are very excited about the acquisition of the REMBRANDT brand and the unique opportunity it presents to fill a consumer need in value oriented oral care whitening solutions,” said Rich Sorota, president and chief executive officer of Ranir. “Through our strong retail partnerships, we are already helping provide access to affordable oral self-care with store brand products that offer an exceptional value. The REMBRANDT brand platform will complement that portfolio and will provide consumers an unsurpassed whitening experience, at an affordable price. We believe that this strategy can provide Ranir an opportunity to drive additional household penetration, in the dental whitening category.”
Sorota concluded, “The acquisition of REMBRANDT is a clear fit with our purpose of delivering affordable, healthy smiles. The hard work of the entire global Ranir team has positioned our company as category leaders in store brand oral care solutions. Building REMBRANDT as a value brand in the oral care space is a logical transition for Ranir and one that we believe will position us strongly for continued growth.”
About Ranir
Ranir is a leading global manufacturer of store brand private label consumer oral care products, including power and manual toothbrushes, teeth whiteners, dental floss and flossers. Founded in 1979, Grand Rapids, Michigan-based Ranir serves retail customers globally and is committed to delivering affordable, healthy smiles in millions of households every day. Its products, which include some of the world’s largest oral care store brands, can be found at major retailers in more than 40 countries. The consumer and customer insight driven research and development-focused company also owns, manufactures and markets the Plackers® brand and proudly employs more than 750 associates worldwide. For more information, visit www.ranir.com.
About REMBRANDT
The REMBRANDT brand created the cosmetic tooth whitening category over 25 years ago, and has successfully positioned itself as premium cosmetic brand that is backed by science and endorsed by dental professionals. REMBRANDT has a robust history of offering innovative solutions for beauty-minded consumers from whitening toothpastes to mouth rinses and dental whitening kits.
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SOURCE Ranir, LLC
