The Brita Products Company, a principal subsidiary of The Clorox Company has announced an agreement with Brita GmbH of Germany to acquire full control of Brita water filtration products in North and South America, including the exclusive use of the Brita trademark, full rights to develop and market new products under the Brita name, and all business assets in the region. Terms of the agreement were not disclosed.
The Brita Products Company, with headquarters in Oakland, Calif., is a leading U.S. manufacturer and marketer of residential water filtration products. Since 1995, Brita Products and Brita GmbH have maintained a joint venture in the Americas. Brita GmbH will continue to control the Brita business outside the Americas.
"The buyout of the joint venture will enhance the ability of Brita Products to pursue new business opportunities, develop new products, and improve its operating efficiency in the Americas," said Scott Weiss, Clorox vice president and general manager for Brita Products. He added that the two Brita entities will continue to share marketing, research and development information.
SOURCE: Business Wire
