Financial terms of the transaction weren’t disclosed. In announcing the deal late Tuesday, Edgewell said Bulldog adds to its product roster the combination of a cutting-edge brand with a global reach in a growing market segment.
“As a challenger company in men’s grooming, Edgewell has continuously pressed beyond category conventions and leaders to bring unique innovation to market for the benefit of our customers, consumers and Edgewell shareholders,” stated Colin Hutchison, vice president of commercial international at Edgewell. “Similarly, Bulldog has created an exciting and fast-growing brand by bringing that same challenger approach to men’s skin care, providing differentiated products that focus on a simple, straightforward message for men.
“Bulldog is a natural fit for Edgewell, and this acquisition creates opportunities to expand our personal care portfolio in a growing global category where we can leverage our large geographic footprint,” according to Hutchison.
Founded in 2006, Bulldog offers such men’s skin care products as moisturizers, face washes, scrubs, balms, shave gels and creams, body washes, lip balm and lotions. The company’s products are sold worldwide, with distribution in 14 markets and more than 17,000 locations. The brand’s biggest markets are in the United Kingdom, United States, Sweden and South Korea.
“We are delighted to be joining Edgewell’s fantastic family of brands,” commented Bulldog founder Simon Duffy. “We are excited about the future and, in particular, getting our products to more people in more countries.”
Duffy added, “Since our founding, our goal has been to put a Bulldog product in every bathroom, and we are confident Edgewell will help us deliver on this mission.”
Other brands in Edgewell’s product lineup include Schick and Wilkinson Sword men’s and women’s shaving systems and disposable razors; Edge and Skintimate shave preparations; Playtex, Stayfree, Carefree and o.b. feminine care products; Banana Boat and Hawaiian Tropic sun care products; Playtex infant feeding, Diaper Genie and gloves; and Wet Ones moist wipes.