Sale to Helen of Troy

Sale to Helen of Troy


Baird served as the exclusive financial advisor to Steel Technology, LLC


Steel Technology, LLC (“Hydro Flask” or the “Company”), was recently acquired by Helen of Troy (NASDAQ: HELE) for $210 million.

Hydro Flask is a leading designer, manufacturer and marketer of highly-engineered, double-walled and vacuum insulated bottles and flasks. Founded in 2009 with the goal of redefining the hydration category and providing consumers with ‘unexpected refreshment’, Hydro Flask has quickly emerged as one of the fastest growing brands in the multi-billion dollar global hydration market. The Company’s growing product portfolio spans multiple use occasions, most notably water, coffee, beer and food. Hydro Flask’s products are sold through multiple sales channels, including outdoor and sporting goods retailers, natural food retailers, golf shops and yoga studios, microbreweries and ecommerce websites. Hydro Flask adds a fast growing brand that has built equity among outdoor and active lifestyle enthusiasts with a product lineup, innovation pipeline and margin profile that complements Helen of Troy’s Housewares segment and extends its reach into the Outdoor and Athletic Specialty, Natural Foods and e-commerce channels. The Company is headquartered in Bend, Oregon where the business will continue to operate.

Helen of Troy is a leading global consumer products company offering creative solutions for its customers through a strong diversified portfolio of well-recognized and widely-trusted brands across four primary operating segments: Health & Home, Housewares, Beauty and Nutritional Supplements. All four segments sell their products primarily through mass merchandisers, drugstore chains, warehouse clubs, catalogs, grocery stores and specialty stores. Helen of Troy markets its products under an extensive portfolio of proprietary brands, such as OXO, Revlon, PUR, Vicks, Hot Tools, Brut, Dr. Scholl’s and Vidal Sassoon. Helen of Troy maintains the #1 market share position in many of the product categories it serves. Today, the Company’s products are sold around the world at leading retailers such as Walmart, Target, CVS, Walgreens, Kohl’s, Bed Bath & Beyond and The Home Depot. Helen of Troy is headquartered in El Paso, Texas.

For additional information about this transaction, please contact:

Andrew Martin +1 (704) 553-6615
Matthew Tingler +1 (312) 609-4470
Nick Pavlidis +1 (312) 609-4977
Rob Rosenfeld +1 (312) 609-4971
Terry Huffine +44 (207) 667-8430
Sale to Helen of Troy
March 2016
Steel Technology, LLC
Target Location
North America
Acquiror Location
North America