About Innovative Brands

Innovative Brands is a consumer products company focused on acquiring strong consumer brands that are no longer strategic assets of their previous owners.  We acquire brands that have strong consumer awareness and have a good prospect for growth with our renewed focus. Our goal is to become a long-term, viable Consumer Products company and we have the resources to achieve this. 

To our customers and retail partners:
We are committed to Customer Focus – understanding your strategies and objectives and using our capabilities to help you achieve those objectives; Supply Chain excellence – getting you the product you need when you need it; and being  fast and flexible – developing account specific offerings to meet your needs and acting on incremental opportunities quickly.

Business Strategy:

1. Acquire strong consumer brands with recognized consumer equity and retail distribution, i.e.,  Pert Plus shampoo & Sure deodorant/antiperspirant
   
   
2. Invest in marketing and consumer spending to expand our user base, increase turns, and grow the business with retailers
   
   
3. Provide a strong customer focus to drive business
   
   
4. Grow brands via “entrepreneurial branding” process – the blending of sound discipline and strategy with creativity and call to action
   
   
5. Leverage Innovative Brands experienced CPG management team and well-financed position.

Ownership:

A portfolio company of Najafi Companies, an Arizona private investment firm that makes highly-selective investments up to $2 billion in transaction value.

Acquisitions:

• Our first acquisition took place on July 6th 2006, when we acquired the North American assets of Pert Plus® from the Procter and Gamble Company. On September 26th 2006, we proudly announced the acquisition of Sure antiperspirant and deodorant from the Procter and Gamble Company.
  
  
• First introduced to the US market in the 1980s, Pert Plus® has a strong heritage as the original 2-in1 shampoo plus conditioner brand and continues to have a loyal following. Our goal is to generate renewed interest for what is a solid and familiar consumer brand. The outstanding product performance and convenience of Pert Plus® appeals to all family usage, a factor that bodes well in a market where men and women are paying increasing attention to personal grooming.  For more information or to sign up for email updates, visit www.pertplus.com.
  
  
• Sure® was introduced to the US market in 1973, and is the #1 unscented brand in the category, has a significant amount of brand equity, and is a well recognized consumer brand. It is a brand that appeals to both the male and female segments of the market because of its quality performance attributes and simple fragrances. In the 1980s, the brand ran one of the most memorable advertising campaigns with the slogan, “Raise your hand! Raise your hand if you’re Sure.” The brand still provides the same level of confidence to users that it did when the campaign was first introduced.  For more information or to sign up for email updates, visit www.suredeodorant.com.