The business is being acquired by RPM International Inc., a NYSE-listed company with global sales exceeding $7 billion and a diverse portfolio of market-leading brands such as Rust-Oleum, DAP, Carboline and Tremco.
- Exceptional growth delivered under Mobeus’s guidance:
- Sales have grown over 5x to in excess of £150 million
- EBITDA has increased 15x
- Proven Track Record of Delivering Exits: this will be the 7th realisation from Mobeus 1
- Forward Momentum: Mobeus is actively investing Mobeus 2, planning to complete its 8th investment in Spring 2025, with plans to raise Mobeus 3 in 2026
From Private Label to Global Sensation When Mobeus acquired Star Brands in July 2019, it was primarily a manufacturer of private-label cleaning products for UK retailers. However, the team quickly recognised the game-changing potential of its Pink Stuff brand. Through savvy investment and strategic support, the company capitalised on the emerging “CleanTok” trend in social media, building a viral global presence with millions of followers.
The flagship Pink Stuff Miracle Cleaning Paste, celebrated for its outstanding efficacy, rhubarb fragrance and bold shelf presence, became a household staple, winning over loyal consumers worldwide. During Mobeus’s partnership, the brand expanded to 118 countries, with the United States emerging as its largest market, including partnerships with Walmart and Amazon.
In 2023, Mobeus facilitated the acquisition of Star Brands’ US distributor, a highly accretive transaction that brought key American retail channels. Additionally, Mobeus supported an extensive program to refine and secure the company’s intellectual property, particularly in the US. The company also expanded rapidly across Europe, propelled by partnerships with leading pan-European retailers like Action.
Mobeus Partner Justin Maltz, who managed the investment with Investment Director Dominic Draysey, said:
“This has been a fantastic journey of accelerated expansion. We built a genuine partnership with Henrik, Tim and Gavin that was able to navigate the many challenges of rapid growth. It included the elements which Mobeus targets in every investment – a great team, international expansion, a transformational acquisition and a clear and aligned mission which we pursued relentlessly. We believe in the Power of Pink and look forward to seeing the brand continue its path to global leadership under its experienced and committed new owners.”
Mobeus and management were advised on the sale by Tim Leach, Marc Curtis, Robbie Garvey and Saatwik Gupta at Houlihan Lokey (corporate finance), by Dahren Naidoo, Fiona Woodhead and Farrell Tang at Freeths (legal) and by Luc Attlan at Faegre Drinker (US legal).