Belgium's Ontex to buy personal hygiene business of Brazil's Hypermarcas
23 December 2016
Ontex Group NV, a Belgium-based producer of disposable personal hygiene solutions for babies, women and adults, today struck a deal to buy the personal hygiene business of Brazil's diversified pharmaceutical firm Hypermarcas SA (HM).
Ontex will pay an enterprise value of R$1 billion (€286 million) for Hypermarcas personal hygiene business.
Ontex said that the acquisition of HM personal hygiene will extend its market position in the Americas to Brazil, increasing sales from Ontex-owned brands, and accessing a fast growing market for adult incontinence.
Over the past twelve months, HM personal hygiene has generated revenue of approximately R$1.2 billion (€343 million1).
HM personal hygiene portfolio of local brands includes PomPom – a premium offering in the babycare segment with nearly 50 years of heritage, Cremer – a strong offering in the intermediate segment, Sapeka – a regional leader in the value segment, BigFral and AdultMax – the market reference in adult incontinence.
HM personal hygiene is the market leader in the adult incontinence category and holds a number 3 position in Babycare in Brazil, the 4th largest hygiene market in the world.
Ontex CEO, Charles Bouaziz said, "This business has achieved leading market positions in the babycare and adult incontinence categories, built on attractive brands which respond to consumer needs, and strong sales execution. Following the successful integration of Grupo Mabe in Mexico, adding this business to our Americas Retail Division will give us strong positions in 2 of the top 5 personal hygiene markets in the world."
HM is one of Brazil's leading producers of over-the-counter and generic drugs, while Ontex is a leading producer of personal hygiene products, ranging from baby diapers to products for feminine hygiene and adult incontinence.
Ontex, which employs over 8,000 people and has a presence in 25 countries, distributes its products in more than 110 countries.