Newell Brands Inc.’s $100 million acquisition of Smith Mountain Industries, a leading provider of premium home fragrance products


Newell Brands Inc. has completed its acquisition of Smith Mountain Industries, a leading provider of premium home fragrance products, sold primarily under the WoodWick® Candle brand, for $100 million, subject to customary working capital adjustments.

Smith Mountain Industries has a strong growth track record, above Newell Brands’ core sales growth rate, and is expected to be immediately accretive to Newell Brands’ normalized earnings. The business is an excellent strategic fit with one of the company’s Win Bigger categories, Home Fragrance, which includes the leading Yankee Candle® brand.

The company has also entered into a definitive agreement to sell its Rubbermaid® consumer storage totes business to United Solutions, a leading supplier of plastic products for the home and office. In conjunction with the sale, the parties will enter into a five-year licensing agreement for use of the Rubbermaid® brand name. Financial terms of the agreement were not disclosed and are not material. The Rubbermaid® consumer storage business represents approximately $70 million in annual sales.

Additionally, the company is holding for sale its Pine Mountain® fire starters, fire logs, and fire safety business, as well as its Diamond® matches, fire starters, lighters, toothpicks, and laundry business. These businesses collectively represent approximately $87 million in annual sales. Private label products and other associated brands in these categories will be included in any sale. Newell Brands will retain all other Diamond®-branded products, such as plastic cutlery, as well as its First Alert® home safety business.

Jones Day acted as Antitrust counsel to Newell Brands Inc. on the deal with a team led by David Wales.

Involved fees earner: David Wales – Jones Day;

Law Firms: Jones Day;

Clients: Newell Brands Inc.;

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Author: Ambrogio Visconti