Dallas-based brand platform company, Foundry, has announced the acquisition of Blu Atlas, a direct-to-consumer (D2C) men’s skincare, haircare, and fragrance brand. The eight-figure deal strengthens Foundry’s position as a leading brand platform, focused on acquiring and nurturing online brands that cater to customer preferences.
Blu Atlas, known for its high-quality men’s grooming products, will join Foundry’s portfolio of brands, which includes Supply, a premium razor brand for men, Stryx, a men’s cosmetics brand, and Craft & Kin, a home fragrance brand. The acquisition aligns with Foundry’s strategy of curating a selective portfolio of companies and delivering products tailored to meet the needs and preferences of customers.
Under the leadership of CEO Hendre Ackermann, Foundry has built a reputation for acquiring businesses and transforming them into enduring brands. By leveraging its expertise in brand development and customer-centric strategies, Foundry aims to maximize the growth potential of Blu Atlas and further expand its presence in the men’s grooming market.
The specific financial terms of the acquisition have not been disclosed. However, the undisclosed eight-figure sum highlights the significance of the deal for both Foundry and Blu Atlas. This strategic move positions Foundry to capitalize on the growing demand for high-quality men’s skincare and grooming products in the direct-to-consumer market.
With the addition of Blu Atlas to its portfolio, Foundry is well-positioned to continue its success in the brand platform space, leveraging its resources and expertise to drive the growth and success of its acquired brands in the competitive e-commerce landscape.