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Helen of Troy Completes Pert Plus and Sure Purchase

Lines join Infusium 23, Final Net and Sea Breeze at Idelle Labs.

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By: TOM BRANNA

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Helen of Troy Limited has closed its previously reported agreement to acquire the Pert Plus hair care and Sure anti-perspirant and deodorant brands from Innovative Brands. “We expect to quickly integrate Pert Plus and Sure into our Idelle Labs division, which markets and manages our hair and skin care brands. We also expect that sales of the Pert Plus and Sure brands will be approximately $65 million on an annual basis, and that the acquisitions will be accretive upon their integration,...

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