Adventure Ready Brands Acquires CleanLife No Rinse

Acquisition Expands Adventure Ready Brands’ Personal Care Portfolio and Creates New Opportunities for Growth Across Healthcare and Outdoor Markets

LITTLETON, N.H.--(BUSINESS WIRE)--Adventure Ready Brands, a leading company of trusted outdoor, safety and personal care brands, today announced its acquisition of CleanLife No Rinse, a pioneer in waterless personal hygiene products.

Since its inception more than 60 years ago, CleanLife has been an industry leader in pioneering the waterless personal hygiene category. The company, which manufactures its products in-house in Ohio, provides an array of personal hygiene solutions for situations both indoors and outdoors where traditional bathing may be difficult or unavailable. Greg Davis, President of CleanLife, will continue to remain involved with the business, supporting its transition to Adventure Ready Brands.

The CleanLife acquisition expands Adventure Ready Brand’s presence in personal care and joins the company’s portfolio of category leading brands. Adventure Ready Brands has a strong following across a diverse base of enthusiast and everyday consumers with brands such as After Bite, Ben’s repellents, Counter Assault, LuminAID, SOL and Adventure Medical, among others. Under ARB’s ownership, Clean Life will accelerate new product innovation to broaden existing product lines and expand its distribution across outdoor and consumer retailers. Leveraging its sales and distribution teams, retail relationships and marketing capabilities, Adventure Ready Brands can bring CleanLife products to a wider customer base across the U.S. and internationally.

Chris Heye, CEO of Adventure Ready Brands, said, “Since its founding, CleanLife has developed a strong reputation for developing and delivering high-quality personal hygiene products. CleanLife fits well into our portfolio of leading brands. It is also a nice complement to our lineup of recently launched personal care and hygiene products under the Adventure Ready brand name. We believe there is a significant opportunity to further scale the business as we continue to grow market share with our consumers and retail partners.”

“We are incredibly proud of the brand we have built at CleanLife and the trust we have earned from healthcare professionals, caregivers and consumers over the past six decades,” said Davis. “Adventure Ready Brands shares our commitment to quality and brings the resources and capabilities needed to help us reach new customers and pursue new opportunities for growth. We are excited to build on our legacy and further position the brand for long-term success as part of Adventure Ready Brands.”

About Adventure Ready Brands
Founded in 1973 in the heart of New Hampshire’s iconic White Mountains, Adventure Ready Brands operates a portfolio of trusted outdoor, safety and personal care brands built to keep people prepared wherever life takes them. The company markets a broad assortment of essential consumables with an extensive distribution network across channels and geographies. Adventure Ready Brands operates manufacturing and distribution facilities in both New Hampshire and Montana and is backed by Victor Capital Partners.

For more information, please visit www.adventurereadybrands.com

About CleanLife No Rinse
For more than 60 years, CleanLife No Rinse has pioneered the waterless personal hygiene category. Its rinse-free shampoos, body baths and bathing wipes are everyday essentials and help people feel clean, refreshed, and ready for what’s next. CleanLife is part of Adventure Ready Brands.

For more information, please visit www.cleanlifeproducts.com

About Victor Capital Partners
Victor Capital Partners is a leading middle market private equity firm investing in specialty manufacturing and essential services companies. We focus on resilient industries and businesses with outsized potential for improvement and growth. Our name stands for victory because we help build companies that are well-positioned to win for their people, customers, and communities.

For more information, please visit www.victorcapitalpartners.com.