Unilever Agrees to Buy Seventh Generation, Continuing CPG Shopping Spree
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Unilever has agreed to buy Seventh Generation for an undisclosed sum, the company announced today, intensifying efforts to snatch up fast-growing, e-commerce-focused household and personal-care brands.
The deal comes months after Unilever agreed to buy Dollar Shave Club in a billion-dollar deal and amid reports it’s in talks to buy Honest Co. With annual sales of around $200 million annually, Seventh Generation appears around the size of Dollar Shave Club. Honest Co. is bigger, with sales of more than $500 million last year, according to people familiar with the matter.
The 28-year-old Seventh Generation has had double-digit compounded annual sales growth over the past 10 years, Unilever said. And while it’s not an e-commerce pure play like Dollar Shave Club, it and other players in the natural/eco-friendly household-products market have for years gotten more than a quarter of their sales online, well ahead of the rest of the consumer package goods industry.
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