35 other consumer brands in these ledgers have been sold outright or had their IP sold, and this page names the current owner of each: the buyer in its latest sale. 10 of those sales have a logged close. The others were announced and count unless a public report says they fell through.
- 27 named owners hold these brands. MacNeill Pride Group (2) holds the most.
- Each row links to the source for its sale.
Every other consumer brand,
and who owns it now.
Grouped by owner. The line under each brand says whether the sale has a logged close or was announced.
| Brand | Current owner | Price | Source |
|---|---|---|---|
Trust (GXT Holding B.V.)Announced Aug 14, 2026 | ACCO Brands Corporation | $57M | sec.gov |
LuminAIDAnnounced Nov 1, 2021 | Adventure Ready Brands | Undisclosed | sgbonline.com |
CCM HockeyAnnounced Oct 31, 2024 | Altor | Undisclosed | sgbonline.com |
McIntosh Group (McIntosh, Sonus faber)Closed Nov 19, 2024 | Bose Corporation | Undisclosed | privsource.com |
TaylorMade GolfAnnounced May 1, 2021 | Centroid Investment Partners | Undisclosed | sgbonline.com |
Vulcan PickleballAnnounced May 29, 2025 | Chaifetz Group; Stack Athletics | Undisclosed | capstonepartners.com |
Trak RacerAnnounced Aug 5, 2026 | Corsair Gaming (Nasdaq: CRSR) | Undisclosed | businesswire.com |
Croton WatchesClosed Nov 21, 2024 | Digital Artistry | Undisclosed | privsource.com |
Peak Achievement Athletics (Bauer Hockey)Closed Sep 30, 2024 | Fairfax Financial Holdings | Undisclosed | privsource.com |
ErgobabyClosed Dec 1, 2024 | Highlander Partners | Undisclosed | privsource.com |
MaclarenClosed Oct 21, 2024 | Inglesina | Undisclosed | privsource.com |
AgencyAnnounced Aug 5, 2026 | Klaviyo | $10M | businesswire.com |
HYROXAnnounced Sep 7, 2026 | L Catterton (buyer). Seller is Infront Sports & Media, the Swiss sports marketing and media group backed by Dalian Wanda | $697M | Source pending |
Navajo Incorporated, Health, Beauty and Wellness business (incl. Trial and Travel division)Closed Sep 10, 2026 | Lil' Drug Store Products, Inc. (LDSP), Cedar Rapids, Iowa | Undisclosed | prnewswire.com |
GCI OutdoorAnnounced May 1, 2021 | MacNeill Pride Group | Undisclosed | sgbonline.com |
KlymitAnnounced Jul 1, 2021 | MacNeill Pride Group | Undisclosed | sgbonline.com |
Hobie Cat Co.Announced Jan 1, 2021 | Maynards Industries executives | Undisclosed | sgbonline.com |
PrecorAnnounced Apr 1, 2021 | Peloton | Undisclosed | sgbonline.com |
Pelican ProductsAnnounced Oct 1, 2021 | Platinum Equity (50%) | Undisclosed | sgbonline.com |
E-commerce portfolio of FBA Capital ManagementClosed Jul 28, 2022 | Profound Commerce | Undisclosed | capstonepartners.com |
QuietKatAnnounced Jun 29, 2026 | Rad Life Mobility (Life Electric Vehicles) | Undisclosed | accessnewswire.com |
Zebco BrandsAnnounced Feb 1, 2021 | Rather Outdoors | Undisclosed | sgbonline.com |
Diamond Wipes InternationalAnnounced Aug 7, 2026 | River Associates Investments, L.P. (Chattanooga lower-middle-market PE), acquired from Nolan Capital | Undisclosed | prnewswire.com |
Kent Water SportsAnnounced Jan 1, 2021 | Seawall Capital | Undisclosed | sgbonline.com |
Elevate BrandsAnnounced May 31, 2023 | SellerX | $64M | techcrunch.com |
Quad LockClosed Dec 4, 2024 | Thule Group | $330M | privsource.com |
Nomad GoodsAnnounced Apr 29, 2026 | Urban Armor Gear (HKW) | Undisclosed | businesswire.com |
Hello BelloClosed Dec 15, 2023 | a Hildred Capital Management affiliate | $65.8M | bdo.com |
Black BuffaloAnnounced May 28, 2026 | Not named | $150M | x.com |
Care Bears (IP)Announced Jul 2, 2026 | Not named | Undisclosed | x.com |
Colgate-Palmolive personal care package (Softsoap, Irish Spring, Speed Stick)Announced Sep 11, 2026 | Not named | $1B | Source pending |
GOJO Industries (PURELL)Closed Jan 22, 2026 | Not named | $2.25B | sec.gov |
Judith Ripka (jewelry)Announced May 7, 2026 | Not named | $3M | x.com |
Nicklaus CompaniesAnnounced Apr 9, 2026 | Not named | $35.7M | x.com |
eucalyptusAnnounced Feb 20, 2026 | Not named | $1.15B | x.com |
Knowing who owns your competition tells you who your likely buyer is, and how patient their capital is. That mapping is the first thing I do on a positioning or exit engagement.
Where does your brand belong, and what would an owner pay for it?
I've sat on the buy side deciding which brands to fold into a nine-figure house of brands, and built brands worth acquiring. If you're a year or two from a potential exit, I can tell you which owner type fits your brand, what they'll actually pay, and what's quietly capping the number, before a buyer runs the process on you. The form takes two minutes.
Start a conversation DTC growth consultant →Who owns what: the
questions people
actually search.
Who owns Rhode?
Rhode is owned by e.l.f. Beauty, which acquired Hailey Bieber's brand in a deal valued at up to $1B, structured as roughly $800M at closing plus a $200M earnout tied to performance. The acquisition closed in August 2025, and Rhode now sits alongside e.l.f. Cosmetics, e.l.f. SKIN, Naturium, and Well People. e.l.f. transferred Keys Soulcare back to founder Alicia Keys in May 2026 to focus on those five brands.
Who owns Olaplex?
Olaplex is owned by Henkel, the German consumer-goods group behind Schwarzkopf, Dial, and Persil. Henkel agreed to buy Olaplex for roughly $1.4B in a take-private deal announced in March 2026, adding it to a premium hair-care portfolio that includes Joico and Kenra. The seller was private-equity firm Advent International, which had held Olaplex. Advent was the seller here, not the buyer.
Who owns Liquid I.V.?
Liquid I.V. is owned by Unilever, which sits it inside its Beauty and Wellbeing business group alongside Nutrafol, Paula's Choice, K18, OLLY, and SmartyPants. Unilever bought Liquid I.V. in 2020, and the brand crossed a billion dollars in retail sales under Unilever ownership in 2025. Unilever is separating its food and ice-cream businesses to become a beauty, wellbeing, and personal-care company.
Who owns Marc Jacobs?
Marc Jacobs is owned by WHP Global, the brand-management firm behind Toys R Us, Vera Wang, Anne Klein, and Bonobos. WHP Global, with G-III Apparel as a partner, acquired Marc Jacobs from LVMH in a deal reported at $850M in May 2026, and Marc Jacobs the designer stays on as creative director. WHP also holds a 50% controlling stake in Lands' End.
Who owns Salt and Stone?
Salt and Stone is majority-owned by private-equity firm Advent International, which took a majority stake in the premium body-care and deodorant brand in March 2026. Growth investor Humble Growth exited in the deal, and founder Nima Jalali retained a minority stake. Reported comparable deals implied a valuation north of $500M, though the price was not officially disclosed, so treat that figure as rumored.
How do I find out who owns a DTC brand?
Start with the brand's own site footer and terms of service, which usually name the legal parent entity, then check the parent company's brand-portfolio page and any acquisition press release. For recent deals, the acquirer's investor-relations page or a trade outlet like Retail Dive, Beauty Independent, or BevNET states the buyer and often the price. Ownership changes constantly through M&A, so a name that was independent last year may sit inside a holdco or private-equity platform now.