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El Paso, TX www.hotus.com Sales: $110 million Sales: $110 million (estimated) for personal care products. Corporate sales: $1.4 billion. Key Personnel: Julien R. Mininberg, chief executive officer; Brian L. Grass, chief financial officer; Jay Caron, chief supply chain officer and interim chief information officer; Ronald L. Anderskow, president, beauty; Christophe Coudray, president, health and home. Major Products: Personal care, including hair care, grooming products and deodorants. Comments: Helen of Troy’s beauty segment revenues—which include the company’s hair appliance business as well as personal care products, such as deodorants and hair care—fell again in fiscal 2018. When it came time to point fingers, it was personal care that dragged results down, according to the El Paso, TX-based company. In fact, Helen of Troy (HOTUS) wants out of the personal care business entirely, and is currently exploring the divestiture of its liquid, powder and aerosol brands that include Pert, Brut, Sure and Infusium. Shedding these brands would allow the firm to focus resources on so-called “Leadership Brands” like Braun, Honeywell, PUR, Vicks, Hot Tools, OXO, and Hydro Flask which are among its highest volume, highest margin and most asset-efficient businesses. Yet, HOTUS wants to hold beauty hardware, according to CEO Julien R. Mininberg. “Leadership brands remain the primary focus for Helen of Troy. As it relates to our Beauty segment, today’s announcement of a formal process for the personal care brands allows us to concentrate resources on Beauty appliances, including our market-leading Hot Tools and Revlon brands,” he said in March 2019 when the firm revealed its intentions.
El Paso, TX www.hotus.com Sales: $110 million
Sales: $110 million (estimated) for personal care products. Corporate sales: $1.4 billion.
Helen of Troy’s beauty segment revenues—which include the company’s hair appliance business as well as personal care products, such as deodorants and hair care—fell again in fiscal 2018. When it came time to point fingers, it was personal care that dragged results down, according to the El Paso, TX-based company.
In fact, Helen of Troy (HOTUS) wants out of the personal care business entirely, and is currently exploring the divestiture of its liquid, powder and aerosol brands that include Pert, Brut, Sure and Infusium. Shedding these brands would allow the firm to focus resources on so-called “Leadership Brands” like Braun, Honeywell, PUR, Vicks, Hot Tools, OXO, and Hydro Flask which are among its highest volume, highest margin and most asset-efficient businesses.
Yet, HOTUS wants to hold beauty hardware, according to CEO Julien R. Mininberg.
“Leadership brands remain the primary focus for Helen of Troy. As it relates to our Beauty segment, today’s announcement of a formal process for the personal care brands allows us to concentrate resources on Beauty appliances, including our market-leading Hot Tools and Revlon brands,” he said in March 2019 when the firm revealed its intentions.
El Paso, TX www.hotus.com
Sales: $116 million (estimated) for personal care products. Corporate sales: $1.4 billion.
Net sales revenues from Helen of Troy’s beauty segment dropped 1.8% to $349.3 million (but that total includes beauty implements and appliances). The change was primarily driven by a decline in the personal care category, which was partially offset by solid growth in both retail and professional appliance sales, particularly to online retail customers.
The company is trying to right the ship with Project Refuel. This endeavor, according to an investor presentation released in May 2018, entails a restructuring and realignment of costs, primarily in its personal care business.
One of its brands, Pert, is looking to garner greater attention with younger consumers via Elias Theodorou, a UFC champion who was named a brand spokesperson last year. The alliance with the long-haired ultimate fighter coincided with a brand refresh that included new packaging and dropping “Plus” from name of the iconic 2-in-1 shampoo brand.
In other news, Helen of Troy dropped out of the supplements business, selling off Healthy Directions LLC and its subsidiaries to Direct Digital, LLC at the end of 2017.
Sales: $219 million (estimated) for personal care products. Total beauty segment sales: $356.8 million.
Corporate sales: $1.5 billion.
Even with some leading shampoo and deodorant brands, total beauty segment sales at Helen of Troy fell 2.3% to $356.8 million. Beauty core business net sales decreased primarily due to rationalization of lower margin and commoditized business, a soft brick and mortar retail environment, retail inventory rationalization, competitive factors in the personal care category and an overall decline in point of sale activity for the broader retail beauty appliances category.
Chief executive officer Julien R. Mininberg said the company made considerable progress during the year and will strategically invest an incremental $28 million, primarily behind oleadership brands that make up the majority of sales and an even higher proportion of operating profit. Helen of Troy is also paying more attention to e-commerce, which grew more than 30% in the recently concluded fiscal year, and digital marketing which also made considerable progress during the year.
In the new year, the company expects consolidated net sales revenue in the range of $1.56 to $1.60 billion.
The company added two new members to the board of directors so far this year. Krista Berry has direct-to-consumer experience in digital, stores, brand, product merchandising, digital marketing and customer data analytics; most recently, she was chief digital officer for Kohl’s. Also new is Thurman K. Case, named a member of the Audit Committee. He is chief financial officer and vice president of Cirrus Logic, leading the company’s international finance, investor relations, purchasing, and worldwide real estate/facilities teams.
El Paso, TX 915.225.8000 www.hotus.com
Sales: $216 million (estimated) for non-hardware/electrical personal care products. Total personal care sales: $435.2 million. Corporate sales: $1.45 billion.
Tracing its roots back to wigs in the late 1960s, Helen of Troy’s current personal care unit offers hardware like hair dryers and straighteners, but also liquid and aerosol hair care and styling products, men’s fragrances, antiperspirants and deodorants, soap, shampoo, conditioner, hair treatments, foot and body powders and skin care products. The company’s owned brands include Pert Plus, Sure, Infusium 23, Brut, Vitalis, Final Net and Ogilvie, and its licenses trade names like Vidal Sassoon, Revlon, Dr. Scholl’s, Sea Breeze, Bed Head and Tigi, which it puts on a wide range of products from curling irons to foot baths to massagers. In addition, the company is also licensed to sell products under the Vicks, Honeywell, Braun and Febreze trademarks in the healthcare/home environment business segment—think air purifiers, for example.
Net sales revenue for Helen of Troy’s personal care segment in fiscal 2015 fell 8.3% to $435.2 million.
A new business area for Helen of Troy is nutritional supplements. Through its $195.94 million acquisition of Healthy Directions, LLC last year, it now sells products such as Omega Q Plus Resveratrol, Joint Advantage and Oxy Rub directly to consumers.
More recently, in March 31, Helen of Troy acquired the Vicks VapoSteam US liquid inhalant business from Procter & Gamble.
El Paso, TX 915-225-8000 www.hotus.com
Sales: $235 million (estimated) for personal care products. Corporate sales: $1.3 billion.
Several personnel changes made headlines at Helen of Troy this past year, including the departure of its CEO followed by a recent reorganization of corporate departments and functions into three global shared service groups. The three shared service groups—global finance, global operations, and global legal, human resources and investor relations—are expected to strengthen the company’s operating platform “into a best-in-class support system for its businesses, increase productivity by better leveraging global scale, and improve collaboration across businesses and departments worldwide,” said the company.
“This reorganization is an important step in our strategy to transform the relationship between our El Paso operations, our market-facing business units around the world, and our geographically distributed shared service facilities such as our warehouses, China operations, and corporate departments such as finance, human resources and information technology. Consolidating our shared services under highly empowered executives with global responsibility is critical to enabling our business units to leverage more of our $1.3 billion footprint. We expect the shared service groups to be a key source of productivity improvements, best practices, simplification and standardization, compliance, reporting, and the key functions of a public company. With Helen of Troy more than tripling in size over the past 10 years, the reor should help elevate our operational platform, better positioning us for sustainable growth,” noted Julien R. Mininberg, who became CEO of Helen of Troy on March 1 following the departure of Gerald J. Rubin. The changes, effective May 1, were as follows: global finance is headed by Brian Grass; global operations is headed by Thomas Benson; and global legal, human resources and investor relations is led by Vincent Carson.
Corporate consolidated net sales revenue increased 2.2% to $1.3 billion million in fiscal year 2014. Houseware sales rose 6% and the healthcare/home environment segment net sales revenue increased 5.5%. However, the personal care segment’s net sales revenue decreased 3.3%. Helen of Troy attributed the decline to unfavorable impact of net foreign exchange fluctuations, which impacted the personal care and healthcare/home environment segments.
Sales: $200 million (estimated) for personal care products. Corporate sales: $1.3 billion.
Helen of Troy’s corporate sales jumped 9% to a record $1.3 billion and operating income was $148.8 million, an increase of 6.7%. Net sales revenue recorded by the firm’s personal care segment—which includes a mix of consumable personal care products as well as tools and devices for hair styling—decreased 1.2%. Helen of Troy subsidiary Idelle handles brands like Sure, Final Net, Brut and Sea Breeze.
In January, Helen of Troy announced plans to build a $38 million, 1.3-million square foot distribution center in Olive Branch, MI. Helen of Troy already owns and operates a distribution center in Southaven, MI and leases a smaller unit in Memphis, TN. The new facility should be operational in the third fiscal quarter of fiscal 2014, which will allow the company to end its lease in Memphis. Helen of Troy recognizes the power of brand names, and as such licensed several leading banners in the personal care category for durable products, in areas like brushes, accessories and even small home appliances. For example, it offers blow dryers under Vidal Sassoon, manicure/pedicure kits under Revlon and Bed Head brushes and accessories while its Kaz unit sells products like the Honeywell with Febreze Freshness Cool & Refresh Tower Fan.
El Paso, TX 915.225.8000 www.hotus.com Sales: $200 million (estimated) for personal care products. Corporate sales: $1.1 billion. Net income: $110.3 million for the year ended March 31, 2012.
For the past decade, Helen of Troy has been building a sizeable personal care business through the acquisition of such well-known brands as Brut, Pert Plus and Final Net. Many of these brands are marketed under Idelle Labs, Ltd., a subsidiary of Helen of Troy.
On the strength of several acquisitions outside of Happi’s scope, Helen of Troy’s sales topped $1 billion for the first time. However, sales within the personal care products division, which includes hair dryers and other devices, rose just 1% during the year to $496 million. The company blamed the lackluster result on weakness in Europe.
In January, Helen of Troy completed the acquisition of Pur water systems from Procter &Gamble.
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