Henkel has divested its Retailer Brands business in North America to First Quality Enterprises, enhancing its focus on branded consumer products and innovation.

Information on the Target

Henkel successfully completed the divestment of its Retailer Brands business in North America, closing the deal earlier than anticipated on April 1, 2025. This business unit, which generated approximately 500 million euros in annual sales, specialized in products within the detergents, fabric finishers, and dishwash categories, catering to various retail customers across the region. The decision to divest was part of Henkel's broader strategy to streamline its operations and emphasize growth in innovative branded consumer products.

The Retailer Brands business had been identified as a non-core component within Henkel’s Consumer Brands division. The company recognized that the potential for synergy and strategic alignment with the reorganized Consumer Brands framework was limited, prompting the evaluation and eventual sale of this segment.

Industry Overview in North America

The consumer goods industry in North America is characterized by a robust market environment, where innovation and brand loyalty significantly influence purchasing decisions. Leading companies in this sector continuously invest in research