EU Nod For Unilever's Brand Sale - Analyst Blog
June 15 2011 - 7:15AM
Zacks
The European Union (EU) has shown the green flag to
Colgate-Palmolive Co. (CL) to
move ahead with its acquisition of the shower gel and deodorant
brand Sanex for $980 million from Unilever Plc.
(UL).
The EU is of the opinion that the transaction would not
significantly impede effective competition in the European Economic
Area, at least in a substantial part of it. However, strong
competitors would leave no stone unturned to lure customers with
sufficient number of alternative products.
Sanex is a premium-priced personal care brand with strong market
share positions in Europe. This acquisition is expected to
strengthen Colgate's important personal care business in Europe.
The brand reported 2010 net sales of $273 million, primarily in
Western Europe.
The sellout comes as a part of the divestment process that
Unilever took up for getting clearance from the European
Commission. Unilever had acquired global Body Care and European
Detergents business units from Sara Lee
Corporation (SLE) for $1.62 billion. Following the
acquisition, the Commission came out with a ruling whereby Unilever
had to divest the Sanex Brand in the European market. This entire
initiative by EU was to restrict Unilever from gaining market
monopoly.
In connection with the sellout, Unilever had proposed to buy the
laundry detergent business in Columbia from Colgate for $215
million. The detergent deal includes brands like Fab,
Lavomatic and Vel, which could help enhance the company’s position
in one of the larger markets of laundry detergents. However, this
buyout of the Columbian business is subject to regulatory approval
and the completion of the Sanex total takeover by
Colgate-Palmolive.
Unilever officials report that the company’s focus is on bolt-on
acquisitions that can strengthen the company’s existing portfolio
and geographic presence, and help Unilever move closer to its goal
of doubling the size of the business. The expansion of the
Columbian laundry business will help the company steer in the
desired direction.
Last month, Unilever’s profits soared driven by sales and volume
gains in emerging markets. The Anglo-Dutch retail giant supplements
its investment in the face of intensified competition to build its
brands in developing economies.
Unilever, which competes with Kraft Foods Inc.
(KFT) and Procter & Gamble Co. (PG), currently
holds a Zacks #3 Rank. On a long-term basis, we maintain an
Outperform rating on the stock with a short-term Hold rating.
COLGATE PALMOLI (CL): Free Stock Analysis Report
KRAFT FOODS INC (KFT): Free Stock Analysis Report
PROCTER & GAMBL (PG): Free Stock Analysis Report
SARA LEE (SLE): Free Stock Analysis Report
UNILEVER PLC (UL): Free Stock Analysis Report
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