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BOSTON - The Gillette Company announced today that it has signed a definitive agreement to acquire the Rembrandt brand of at-home and professional teeth-whitening products from privately-held Den-Mat Corporation of Santa Maria, Calif.
The transaction, expected to be completed in the second quarter, is subject to customary regulatory and other closing conditions. Financial terms were not disclosed.
"Rembrandt is a well-established, premium-priced whitening brand with strong consumer loyalty and excellent U.S. retail distribution and shelf position," said Bruce Cleverly, president, Gillette Oral Care. "While we will continue our focus on Oral-B's core franchise in manual and power brushing, this acquisition places us in the dynamic whitening segment that will be a platform for future growth."
Gillette's Oral-B products include manual and power toothbrushes for adults and children, oral irrigators and oral care centers, and interdental products such as dental floss. Oral-B manual toothbrushes are the foundation and largest category of The Gillette Company's oral care business.
The Rembrandt product portfolio includes whitening toothpastes, bleaching kits, mouth rinses and breath fresheners for consumer and professional use.
Rembrandt is a division of Santa Maria, Calif.-based Den-Mat Corporation, a manufacturer of cosmetic restorative dentistry and bio-medical products including the fast-growing Cerinate brand of porcelain laminates which offer people a painless way to reshape their smiles. Den-Mat was founded in 1974 by Dr. Robert Ibsen, a practicing dentist.