Henkel Completes Strategic Portfolio Optimization with Sale of Retailer Brands Business in North America

(IN BRIEF) Henkel has completed the sale of its Retailer Brands business in North America to First Quality Enterprises, marking the final step in its portfolio optimization strategy. The business, which includes products in the detergents, fabric finishers, and dishwash categories, had annual sales of around 500 million euros. This divestment aligns with Henkel’s focus on strengthening its core branded consumer business, including popular brands such as all®, Snuggle®, Dial®, Schwarzkopf®, and got2b®. The sale is part of Henkel’s broader strategy to enhance its portfolio and drive profitable growth in North America, particularly in the laundry and home care market. The transaction is subject to regulatory approvals, with financial details undisclosed.

(PRESS RELEASE) DÜSSELDORF, 7-Feb-2025 — /EuropaWire/ — Henkel (ETR: HEN3), a German chemical and consumer goods company, has finalized the sale of its Retailer Brands business in North America, marking the conclusion of its announced portfolio optimization measures. The agreement, which was made with an affiliate of First Quality Enterprises, LLC, a company based in Great Neck, New York, aligns with Henkel’s strategy to refocus on its core consumer business. The Retailer Brands division, which includes products in the detergents, fabric finishers, and dishwash categories, had annual sales of approximately 500 million euros, serving multiple retail customers in the region.

This divestment represents a pivotal step in Henkel’s broader efforts to streamline its operations and enhance the strategic fit of its consumer portfolio. Since the announcement in February 2022, Henkel has been actively optimizing its Consumer Brands business, and the divestment of Retailer Brands marks the final major divestiture as part of this process. With the conclusion of this transaction, Henkel has divested or discontinued brands and activities generating over 1 billion euros in sales since early 2022.

Henkel’s CEO, Carsten Knobel, shared his thoughts on the significance of the move: “Building a successful portfolio is central to our strategic agenda for sustainable growth. Active portfolio management through acquisitions and divestitures is crucial to ensuring our long-term success. By sharpening our focus on our branded business, we are positioning ourselves for continued innovation and delivering greater value to consumers.” Knobel emphasized that the sale of the Retailer Brands business marks the completion of Henkel’s portfolio optimization, with the company now fully committed to fostering growth through its branded consumer business.

Wolfgang König, Executive Vice President of Consumer Brands at Henkel, added, “This move aligns with our ambition to strengthen our position in North America, the world’s largest laundry and home care market. By focusing on leading brands such as all®, Snuggle®, Dial®, Schwarzkopf®, and got2b®, we are better equipped to drive innovation, serve our retail partners, and fuel profitable growth in this key region.”

The acquisition, which remains subject to customary closing conditions, including regulatory approvals, is expected to help Henkel enhance its position in the North American market. Financial details of the transaction have not been disclosed.

Henkel Completes Strategic Portfolio Optimization with Sale of Retailer Brands Business in North America

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