Thu, 03 Apr 2025 | BUSINESS SALE
Equity investor Mobeus has sold its investment in Star Brands to $7 billion turnover NYSE listed RPM International.
When Mobeus acquired Star Brands in July 2019 it was primarily a manufacturer of private-label cleaning products for UK retailers. However, the team quickly recognised the game-changing potential of its Pink Stuff brand. Through savvy investment and strategic support, the company capitalised on the emerging “CleanTok” trend in social media, building a viral global presence with millions of followers.
The flagship Pink Stuff Miracle Cleaning Paste, celebrated for its outstanding efficacy, rhubarb fragrance and bold shelf presence, became a household staple, winning over loyal consumers worldwide”. During Mobeus’s partnership, the brand expanded to 118 countries, with the United States emerging as its largest market, including partnerships with Walmart and Amazon.
Other brands sold by ,Star Brands, which was founded in 1946, include Stardrops and its Star Laundry Aids range.
Under Mobeus’s guidance the group’s sales have grown over 5 times to over £150 million with EBITDA up 15 times.
Ohio-based RPM International is a specialist in specialty coatings, sealants, building materials and related services, through its Consumer Group. It has a diverse portfolio of market-leading brands such as Rust-Oleum, DAP, Carboline and Tremco.
Mobeus Partner Justin Maltz, who managed the investment with Investment Director Dominic Draysey, said: “This has been a fantastic journey of accelerated expansion. We built a genuine partnership with Henrik, Tim and Gavin that was able to navigate the many challenges of rapid growth. It included the elements which Mobeus targets in every investment – a great team, international expansion, a transformational acquisition and a clear and aligned mission which we pursued relentlessly. We believe in the Power of Pink and look forward to seeing the brand continue its path to global leadership under its experienced and committed new owners.”
The deal represents Mobeus' largest realisation to date.
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