RPM Acquires Parent Company of The Pink Stuff
RPM International Inc. has signed a definitive agreement to acquire the Star Brands Group, the UK-based parent company of The Pink Stuff, for its Rust-Oleum subsidiary. Star Brands will become part of RPM’s Consumer Group. The transaction will bolster Rust-Oleum’s expanding cleaners business with a fast-growing and disruptive brand known for the high performance of its products and innovative marketing.
The Pink Stuff is a globally recognized leader in household cleaning products. Best known for its iconic cleaning paste, vibrant branding and signature scent, The Pink Stuff has achieved rapid growth, evolving into one of the fastest-growing brands in the U.S. household cleaners category, in addition to its growing presence in Europe and other global markets. The combined addressable cleaners market in the United States and Europe is estimated to be over $12 billion annually, with expected mid-single digit growth in the coming years.
The addition of Star Brands Group represents a strategic enhancement to Rust-Oleum’s cleaners business, which has grown through acquisitions over the past 17 years including the Krud Kutter, Mean Green, Whink, and Concrobium brands. The business has also grown organically through innovations such as Mean Green’s Refillable Ultra Powered Concentrate, which was named a 2025 Better Homes & Gardens Clean House Awards Winner. This acquisition expands and strengthens RPM’s position in channels including e-commerce, grocery, and drug stores.
The Pink Stuff generated calendar year 2024 net sales of approximately £150 million (approx. $197 million); terms of the agreement were not disclosed. The transaction is expected to close late in fourth quarter of fiscal 2025 or early in the first quarter of fiscal 2026, subject to customary closing conditions. Henrik Pade and Tim North, co-managing directors of Star Brands, along with the senior management team, are expected to stay with the business to ensure continuity and accelerate growth in partnership with Rust-Oleum.
"This acquisition aligns with Rust-Oleum’s vision to drive growth through leading consumer brands known for providing effective solutions in attractive end markets," said Frank C. Sullivan, RPM chairman and CEO. "The Pink Stuff will strengthen our presence and scale in multiple sales channels, and, thanks to improvements we have made through our MAP 2025 program, we are well-positioned to support the brand’s growth globally. Additionally, we intend to leverage our Consumer Group’s expertise in category management and innovation to accelerate future growth. I would like to welcome Star Brands and its talented team to RPM."
Visit www.rustoleum.com for more information about Rust-Oleum. To learn more about RPM, visit www.RPMinc.com.
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