Genesis Capital Advises bubba brands, inc. on its Acquisition by Newell Rubbermaid Inc.

Genesis Capital Advises bubba brands, inc. on its Acquisition by Newell Rubbermaid Inc.

Genesis Capital is pleased to announce that bubba brands, inc. (“bubba®”), a subsidiary of In Zone Holdings, Inc., has been acquired by Newell Rubbermaid Inc. (NYSE:NWL). bubba®, a leading brand in the popular on-the-go beverageware category, offers a portfolio of products and achieved a 3-year revenue compound annual growth rate of over 50%. The Company’s brand, products and positioning made it an attractive and complimentary fit to Newell Rubbermaid’s stated objective to be the leader in on-the-go beverageware.

Gunnar Olson, President of bubba brands, inc. said, “We are excited to be joining a global consumer products company like Newell Rubbermaid. The Company’s platform will help provide bubba® with the necessary resources to continue bubba’s® strong financial and brand growth”.  Gunnar added, “My team and I have thoroughly enjoyed working with Genesis Capital on this transaction, and their support and expertise were paramount in helping us navigate the many steps of merging our international and growing platform onto a global leader like Newell. We are pleased to have had such a strong and knowledgeable partner throughout this process”.

Jim Scott, CEO of In Zone Holdings, Inc. stated, “I’m very happy and proud that the brand we started over 10 years ago has found a great home in Newell Rubbermaid.  Gunnar and his team have worked tirelessly over the years to connect with the consumer, and their work has paid off”.  Jim also noted that, “The Genesis Capital team worked diligently, from start to finish, to ensure that our shareholders achieved their most important objectives. Genesis Capital’s bankers were critical in identifying Newell Rubbermaid as the ideal acquirer, and the team took great care to make certain that we not only achieved all our objectives, but they exceeded our expectations.  Their commitment to facilitating this transaction was unparalleled, and their aptitude in managing the entire deal process, from marketing to closing, was unmatched”.

Genesis Capital, LLC acted as the sole investment banking advisor to bubba brands, inc., while Paul Hastings LLP provided legal counsel. Terms of the transaction were not disclosed.

About In Zone Holdings, Inc. and bubba brands
In Zone Holdings, Inc. is the parent company to Atlanta-based bubba brands and healthy children’s beverage company good2grow ( bubba brands was founded in 1997 with a singular commitment: to make drinkware that people love. Beginning with its first product, the bubba keg, the line expanded to include mugs, tumblers, sport bottles, sport jugs and kids drink bottles. bubba brands is a leader in the thermal and hydration beverageware category, and its products are widely available through national retailers, sporting goods, specialty stores and direct-to-consumer. For more information, visit

About Newell Rubbermaid Inc.
Newell Rubbermaid Inc., an S&P 500 company, is a global marketer of consumer and commercial products with 2013 sales of $5.7 billion and a strong portfolio of leading brands, including Sharpie®, Paper Mate®, Rubbermaid Commercial Products®, Irwin®, Lenox®, Parker®, Waterman®, Rubbermaid®, Levolor®, Calphalon®, Goody®, Graco®, Aprica® and Dymo®. As part of the Company’s Growth Game Plan, Newell Rubbermaid is making sharper portfolio choices and investing in new marketing and innovation to accelerate performance.

Company Type: Private Companies, Public Corporations

Transasction Type: Sellside M&A

Industry: Consumer