Blyth Inc. of Greenwich, has signed an agreement to purchase ViSalus Holdings LLC through a series of investments through 2012.
The designer and marketer of household convenience items will buy ViSalus, a producer of nutritional supplement, energy and weight management products.
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“Today’s commitment builds further on Blyth’s long-term focus on direct-to-consumer sales opportunities,” said Robert B. Goergen, chairman and CEO of Blyth. “Several years ago, we initiated a start up, Two Sisters Gourmet, which markets sauces, dips and related food products to consumers through the party plan method of direct selling. Now, we are entering the health and wellness category. Importantly, we are able to diversify within the direct selling channel with products that appeal to different consumer segments and do not compete with our core PartyLite business.”
According to Goergen, the partnership is beneficial to both companies, giving Blyth acess to a new market and ViSalus access to Blyth’s direct selling capability.
“Longer term, our experience entering international markets should be beneficial to ViSalus’s expansion,” said Goergen.
ViSalus Holdings LLC headquartered in Troy, Mich., was founded by Ryan Blair, Nick Sarnicola and Blake Mallen in March 2005. The founders and the ViSalus management team will retain their roles and lead the combined company.
“Our union with Blyth will provide significant resources, helping our company to achieve its objectives,” said Blair, CEO of ViSalus.
