Consumer products company
Helen of Troy Limited
) is geared to bolster its presence in the health and wellness
business through strategic agreements. As part of this strategy,
Helen of Troy's brand OXO has recently entered into a licensing
agreement with pioneer of healthy non-stick cookware - The Cookware
Under the agreement, Cookware is scheduled to launch three
high-quality cookware bearing the brand name OXO Good Grips. The
cookware will feature the popular Universal Design of OXO along
with Cookware Company's premium materials, best-in-class
Perfluorooctanoic (PFOA)-free coatings and advanced manufacturing
and forging processes.
The OXO brand is widely known for user-friendly consumer
products. The agreement will let OXO brand enter the category of
non-stick utensils, while broadening Tarrytown, NY-based Cookware
Company's platform for innovation and adding brand power.
While broadening Tarrytown, NY-based Cookware Company's platform
with new products and brand power.
We are encouraged by Helen of Troy's foray into newer
categories. The company's entrance into non-stick cookware closely
follows its decision to acquire the U.S.-based retailer and health
publisher Healthy Directions, LLC and its subsidiaries to enter the
growing vitamins, minerals and supplements (VMS) category.
The future of the VMC business looks bright because according to
Nutrition Business Journal, the market is expected to continue
growing at a mid-to-high single-digit rate annually through 2020.
Moreover, per the journal, more than 70% of the U.S. population,
aged 55 years and above took vitamin supplements in 2013.
Apart from Cookware and Health Directions, Helen of Troy,
currently carrying a Zacks Rank #4 (Sell) has entered into several
strategic relationships with consumer product giants
Procter & Gamble Company
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