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Alberto-Culver Pro-Line Buy Doubles Ethnic Hair Care Sales To $90 Mil.

This article was originally published in The Rose Sheet

Executive Summary

Alberto-Culver will double its ethnic hair care business to $90 mil. in annual sales with the acquisition of Dallas-based Pro-Line Corporation, a marketer of African American personal care products.

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TCB Ethnic Hair Care Brand Updated With New Products, Positioning

Alberto-Culver's Pro-Line ethnic beauty division is undertaking an initiative to revive its nearly 30-year-old TCB hair relaxer brand, Exec VP-Sales and Marketing Renee Cottrell-Brown said

Alberto-Culver

Pro-Line International sales could reach $100 mil. within the next year following consolidation of the business with Alberto's existing ethnic hair care products, the company announces March 23. Following completion of the Pro-Line acquisition, the Dallas firm's TCB and Motions brands will be combined with Alberto-Culver's Soft & Beautiful and Just for Me operations. Pro-Line International President Eric Brown will remain on to head up the combined entity. Alberto says there is "significant growth potential" for the newly acquired business in the U.S. and abroad. The company announced its intention to purchase Pro-Line for $45 mil. March 13 (1"The Rose Sheet" March 20, p. 5)

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