"P&G will sell Braun and Duracell" | RetailDetail

"P&G will sell Braun and Duracell"

"P&G will sell Braun and Duracell"

According to press agency Reuters, Procter & Gamble has put up its subsidiaries Braun and Duracell for sale. It is part of a simplification plan, announced by the American consumer goods manufacturer earlier this month.

'Only' 600 million dollars operational profit

Early August, P&G announced it would cut some 100 brands and focus on 70 to 80 brands that bring in 90 % of turnover (83.1 billion dollars in its latest fiscal year) and 95 % of profit. Some of those brands are Pampers, Gillette, Pantene, Olay, Oral-B and Bounty.


Duracell (batteries) and Braun (shaving equipment) are two of the biggest brands that are part of the 100 brands P&G wants to cut. "Big" is not particularly the case, as Braun only generates 500 million dollars of the 19.2 billion dollars profit, while Duracell 'only' manages 100 million dollars. Press agency Reuters heard from "well-informed sources" that P&G has asked business bank Goldman Sachs to find a buyer for both brands, even though neither would confirm the news.

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