Gillette Acquires Rembrandt Brand

Boston-based Gillette has signed a definitive agreement to acquire the Rembrandt brand of at-home and professional teeth-whitening products from Den-Mat Corp., Santa Maria, CA. The transaction will be completed in the second quarter. Financial terms were not disclosed.

“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,” commented Bruce Cleverly, president, Gillette oral care.

The Gillette Company leads the $5 billion total brushing market with its Oral-B brand of manual and power toothbrushes for adults and children, oral irrigators and oral care centers and interdental products such as dental floss. The transaction will include Rembrandt’s whitening toothpastes, bleaching kits, mouth rinses and breath fresheners for consumer and professional use. The Den-Mat division is one of the leading manufacturers of cosmetic restorative dentistry and bio-medical products such as Cerinate porcelain laminates, according to executives.