Society Brands – a tech-enabled consumer products company built for and by founders (see Pulse 2.0 profile of the company here) – recently announced it has partnered with fellow Northeast Ohio-based Primal Life Organics, an established purveyor of personal care products, to continue to build and expand its direct-to-consumer and retail-based business while advocating “The Clean Beauty Movement.”
Launched by registered nurse Trina Felber and her husband Josh, Primal Life Organics has maintained its mission to revolutionize the personal care industry by eliminating harmful toxins that pollute the body, paving the way for a cleaner, sustainable future. This is a personal commitment by the Felber’s who have built a strong following of consumers who share the belief that a healthier life starts with skin-food with vitamins, essential fatty acids, and antioxidants.
This partnership aligns with Society Brands’ acquisition strategy: exceptional brands, visionary leaders, and a dedicated and loyal consumer base. And Society plans to expand Primal Life Organic’s direct-to-consumer efforts, where a vast majority of the brand’s sales currently reside. Plus, Society will work together with the Felber’s to expand their presence at retail. The more than 20 employees currently with Primal Life Organics will remain in place, bringing more jobs under the Society Brands umbrella in Northeast Ohio.
Recently, Society Brands hosted an open house celebrating its recent move to a new corporate HQ at the iconic Hall of Fame Village in Canton, Ohio. Attended by leaders in the community, the event reaffirmed Society’s growing importance in the tech-enabled marketplace. And in October, Society announced an infusion of capital with a $25 million equity raise, bringing total capital commitment since inception to $230 million.
With the addition of Primal Life Organics, Society Brands currently supports nine brands, including Club EarlyBird, Capsule Supplies, Barnesmith, Power Theory, and Wolf Tactical.
KEY QUOTES:
“As the visionary founder of Primal Life Organics, I am excited to pave an incredible future with Society Brands. This strategic partnership marks a significant milestone and will undoubtedly propel my mission to new heights and our commitment to provide natural, organic, and sustainable products to enhance the well-being of individuals globally. My commitment to formulating innovative products using only the highest quality, natural ingredients, and dedication to promoting a holistic approach to wellness has resonated with consumers and we want our customers to know that Society Brands is committed to maintaining standards of high-quality ingredients. Society Brands shares our values and commitment to promoting a healthier, more sustainable lifestyle. I am confident that under their leadership, Primal Life Organics will continue to thrive and reach new audiences globally.”
- Trina Felber
“Primal Life Organics is a great example of the kind of brands we want to partner with now, and in the future. They have built an incredible direct-to-consumer business and loyal customer following. Having Trina remain on board as brand president to help drive growth speaks to Society’s mission to build a community and ecosystem of like-minded entrepreneurs that have the skill and energy to grow with their brand. We are excited about the future of Primal Life Organics.”
“As we start the new year, we are in the strongest position since our founding and are well-positioned to become a premier tech-enabled consumer products company, as evident by our recent aggressive stance on acquisition.
- Michael Sirpilla, Co-Founder and Chief Executive Officer at Society Brands
“I am thrilled about Primal Life’s acquisition, a significant milestone reflecting their commitment to natural wellness. I’ve been advising Trina and the company for three years now, and the future growth of Primal Life is something to look forward to as they continue to revolutionize the natural dental and skincare industry.”
- Daymond John – who appears as an investor on the reality television show Shark Tank and is CEO and founder of The Shark Group, a brand management and consulting firm
We have a robust pipeline of further acquisitions and anticipate announcements in the near future that will elevate Society Brands as a leader in the space.”
