MUNDELEIN, Ill. -- Beiersdorf has signed an agreement to sell its U.S. first aid brand, Curad and the associated business, to Medline Industries, Inc. Medline will incorporate the Curad line into its business. We are committed to further growing the Curad brand, while maintaining its superior quality and customer service, said Don Malin, vice president of retail sales at Medline. We look forward to staying on the forefront of first aid innovation by providing customers with the most advanced and comprehensive wound care product line.
Beiersdorf has pursued the transaction as part of its strategy in the U.S. market, focusing the brands portfolio and putting greater emphasis on skincare under the Nivea and Eucerin brands and the Futuro business. In all other markets, Beiersdorf will continue to operate its successful first aid brands as part of the core business, under the brands Hansaplast, Elastoplast and Curitas, among others.
Sawaya Segalas & Co., LLC, a consumer products investment banking firm, advised Beiersdorf on the divestiture.