Edgewell Personal Care acquires feminine and body care brand Billie

Edgewell Personal Care acquires feminine and body care brand Billie

THE WHAT? Edgewell Personal Care Company has announced the acquisition of Billie, a leading U.S. based consumer brand company, in an all-cash transaction of US$310 million.

THE DETAILS Following the buy-out, Billie, which has a portfolio of personal care products for women, will begin expansion into the U.S. bricks and mortar retail in early 2022. 

Cleared under the Hart-Scott-Rodino Antitrust Improvements Act, the deal is expected to be ‘slightly positive’ to Edgewell’s adjusted cash earnings per share during fiscal 2022.

THE WHY? Incorporating Billie into its portfolio of feminine shave and body care brands will allow Edgewell to expand its digital capabilities by adding a leading D2C brand. 

Rod Little, Edgewell President and Chief Executive Officer said, “This acquisition immediately enhances the consumer- centric, digital capabilities of our organization and elevates our presence in the important mid-tier value segment of women’s shaving in the U.S., while bolstering Billie’s ability to capitalize on significant growth opportunities by leveraging our retail distribution platform and marketing channels. Additionally, the acquisition provides us with a unique opportunity to further broaden Billie’s reach beyond razors and blades.”

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