NiTEO Products Strengthens Market Position with Acquisition of Faultless Brands

NiTEO Products Expands Its Household Portfolio Through Acquisition of Faultless Brands

In a significant move to enhance its position in the household products sector, NiTEO Products, a prominent player in formulating, packaging, and marketing chemical brands, has completed the acquisition of Faultless Brands from Architect Equity. This merger not only marks a strategic step for NiTEO but also for Faultless, which has built a strong legacy since its inception in Kansas City, Missouri, 138 years ago.

The acquisition encompasses several well-known brands under the Faultless umbrella, such as Faultless, Niagara, and Magic—all household names in fabric care. The portfolio also includes Bon Ami, a revered name in the category of scratch-free cleaning products that avoids the use of harsh chemicals. These brands lead the market, and their integration into NiTEO’s brand repertoire is positioned to strengthen NiTEO’s footprint in the household segment significantly.

John Rabenhorst, CEO of NiTEO and a Principal at Highlander, expressed enthusiasm about the acquisition: "We are excited to combine such an iconic portfolio of brands into NiTEO to accelerate our success as a leader in household products. Faultless, Niagara, Magic, and Bon Ami are highly recognizable and effective products that excel in their categories. We look forward to building upon the 138-year heritage of these brands and continuing to elevate their market presence."

Jeff L. Hull, President and CEO of Highlander, added that this acquisition reaffirms their strategy of strategic add-on acquisitions. He emphasized the goal of building a comprehensive house of brands within the household category, complementing NiTEO's existing automotive product lines. This strategic acquisition aims to enhance existing relationships NiTEO holds and unlock additional revenue opportunities.

Moreover, this merger highlights Highlander Partners' dedication to fostering growth within targeted industries. The firm boasts over $3 billion in assets under management and employs a unique buy-and-build approach to investment, creating value by assisting companies in achieving organic growth and expansion through acquisitions.

Faultless Brands: A Historical Overview

Founded in 1887, Faultless Brands has maintained a reputation for excellence in consumer products, focusing on fabric care, household cleaning, and commercial laundry. The company has consistently produced top-selling items such as Faultless and Niagara starch brands, as well as Bon Ami Cleanser, which continue to thrive in today’s competitive marketplace. Each product reflects Faultless’s commitment to delivering high-quality, effective solutions for household needs.

As the demand for household chemicals grows, the need for effective and environmentally conscious products has never been greater. With this acquisition, NiTEO Products is prepared to meet this market demand head-on. By integrating the popular and established Faultless Brands into its portfolio, NiTEO aims to cater to a wide range of consumer preferences focused on both effectiveness and safety.

Looking Forward

The transaction was facilitated by Canaccord Genuity, which served as the exclusive financial advisor to Faultless Brands, while Monroe Capital LLC offered senior financing, and NMP Capital provided mezzanine debt and equity to support the deal.

As NiTEO Products continues to evaluate additional mergers and acquisition opportunities, this strategic move is only the beginning. The integration of Faultless Brands positions NiTEO more robustly in the competitive landscape of household products, setting a strong foundation for future growth and expansion.

For more insights into the latest developments at NiTEO and its expanding portfolio, visit NiTEO Products and learn how they plan to innovate and enhance everyday products for consumers across the nation.