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P&G sells Pert

This article was originally published in The Rose Sheet

Executive Summary

Procter & Gamble has sold its PertPlus hair care brand to private equity firm Najafi Companies in order to focus on core brands Aussie,Head & Shoulders, Herbal Essences,Infusium 23 and Pantene, according to the company. Phoenix, Ariz.-based Najafi will assume ownership of the brand in the U.S., Canada, Puerto Rico and the Caribbean; however, P&G will retain the rights to Pert Plus in Asia and Latin America. Pert Plus will be part of Najafi's Innovative Brands division, which plans to "grow and sustain the brand for the long term," Najafi states. "There are tremendous opportunities for growth and product expansion," Innovative Brands adds...

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