Ranir acquires teeth-whitening brand
A global maker of oral care products has acquired a well-known teeth-whitening brand.
Ranir in Grand Rapids said yesterday that it has acquired the REMBRANDT 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.
Ranir said 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, the company said 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 Plackers brand, to complement the company’s full portfolio of “high quality, affordable" store brand oral care products.
Rich Sorota, president and CEO of Ranir, said the company is “excited about the acquisition.”
He said the REMBRANDT brand will complement Ranir’s portfolio and provide the company with an opportunity to drive “additional household penetration” in the dental whitening category.
“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,” he said.
Ranir makes store brand consumer oral care products, including power and manual toothbrushes, teeth whiteners, dental floss and flossers, as well as its Plackers brand products.