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Babyganics Sale to SC Johnson Finalized

Babyganics' family-focused products include diapers and wipes.

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By: Tara Olivo

Associate Editor at Nonwovens Industry, Rodman Media

VMG Partners, a private equity firm that specializes in investing in and building branded consumer product companies in the lower middle market, has completed the sale of Babyganics, a rapidly growing brand of personal care and household products for families with children, to SC Johnson.  Founded in 2004, Babyganics is a pioneering lifestyle brand offering family-focused products including skin care, bath care, sun care, insect repellent, oral care, hand hygiene, surface cleaners, laundry products, dish soaps, diapers and wipes.

Kara Roell, managing director of VMG, says, “The Babyganics brand has emerged as a true leader in the pursuit of providing unique and innovative products for today’s parents and their children.  VMG is extremely appreciative of the partnership built with Kevin Schwartz and Keith Garber, the leaders of Babyganics, and of the collaboration, creativity and exceptional performance of the entire Babyganics team in redefining the well-baby category.”

Mr. Schwartz, founder & CEO of Babyganics, comments, “The partnership with VMG has provided us access to the right tools each step of the way, enabling our brand to grow and thrive – we’re thrilled with all that we’ve been able to accomplish together. As we look to the future, our entire team is excited about the next phase for Babyganics with SC Johnson by our side.”

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