White Rain
This article was originally published in The Rose Sheet
Executive Summary
On the selling block as Gillette focuses on core product categories, the company said in a recent announcement to employees. The lower-margin brand's St. Paul, Minn.-based manufacturing facility is also for sale. Gillette will attempt to divest White Rain for a "reasonable amount of time," or about a year, and if no appropriate buyer is found, it will then reevaluate its options, which could include a decision to continue to support the brand. White Rain generates $100 mil. in annual domestic sales; the line is also sold under the Tame name in Canada. White Rain is supported through point-of-purchase materials and FSIs. The brand plays a "support role" for Gillette; the company has pointed to competition as one reason for soft sales