Founded in 2017, Billie is a fast growing, digitally native, direct to consumer brand focused on providing women with premium shaving and body care products.
Its current product portfolio includes razors, shaving cream, makeup wipes, body lotions, lip balms, dry shampoos and body washes. Billie’s strong digital and direct capabilities have supported its strong growth, positioning the brand well for its initial expansion into US brick and mortar retail in early 2022.
The Billie brand complements and strengthens Edgewell’s position in the women’s shaving category, adding to a portfolio of strong brands such as Schick Intuition, Hydro Silk and Skintimate.
Billie will continue to be led by her co-founders, Georgina Gooley and Jason Bravman.
Rod Little, President and CEO of Edgewell, said, âWe are delighted to add Billie to our portfolio of brands. We are focused on our stated goal of strengthening our leadership position in the women’s razor category and executing our M&A strategy with discipline and the precision, which this acquisition accomplishes.
âEdgewell has been a strategic supplier to Billie since its inception, and we see this acquisition as a natural evolution of the partnership between our two companies,â continued Little. “This acquisition immediately enhances the consumer-centric digital capabilities of our organization and strengthens our presence in the important mid-value segment of women’s shaving in the United States, while strengthening Billie’s ability to capitalize on significant market opportunities. growth by leveraging our retail distribution platform. and marketing channels. Additionally, the acquisition provides us with a unique opportunity to expand Billie’s reach beyond razors and blades. “
Jason Bravman, Co-Founder of Billie, said, âWe are very excited to join the Edgewell organization and look forward to combining our resources and leveraging the Edgewell Platform to accelerate growth and extend our sales reach. by retail. As we begin our expansion into brick and mortar retail in the United States, now is the perfect time for this business combination. “
Georgina Gooley, Co-Founder of Billie added, âWe look forward to combining our disruptive, digital-first approach with Edgewell’s industry-leading platforms, capabilities and channels to drive future growth and meet the evolving needs of our customers. faithful. This is an exciting time for us as we move forward towards our goal of becoming the leading lifestyle brand for women. “
The transaction was authorized under the Hart-Scott-Rodino Antitrust Improvements Act and was closed.
Perella Weinberg Partners LP acted as financial advisor and Wachtell, Lipton, Rosen & Katz as legal advisor to Edgewell in connection with the transaction. Goldman Sachs & Co. LLC acted as financial advisor and Fenwick & West LLP and Arnold & Porter Kaye Scholer LLP acted as legal advisor to Billie.