RPM Announces Acquisition of The Pink Stuff

RPM International Inc. has announced that it 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. This acquisition will enhance Rust-Oleum's growing cleaners division by adding a fast-growing and innovative brand, known for the high performance of its products and creative marketing strategies.

The Pink Stuff is a well-known global leader in household cleaning products, famous for its iconic cleaning paste, vibrant branding, and signature scent. The brand has seen rapid growth, becoming one of the fastest-growing names in the U.S. household cleaners' market, as well as expanding its presence in Europe and other international markets. The combined household cleaners' market in the U.S. and Europe is estimated to exceed $12 billion annually, with expected moderate growth in the coming years.

The acquisition of Star Brands Group strengthens Rust-Oleum’s cleaners division, which has expanded through acquisitions over the past 17 years, including brands like Krud Kutter, Mean Green, Whink, and Concrobium. The division has also grown through innovations, such as Mean Green’s Refillable Ultra Powered Concentrate, which was recognized as a winner in the 2025 Better Homes & Gardens Clean House Awards. This deal will further solidify RPM's presence in key markets, including e-commerce, grocery, and drugstores.

The Pink Stuff is projected to generate around £150 million in net sales for the 2024 calendar year. The financial details of the agreement remain undisclosed. The transaction is expected to close either late in the fourth quarter of fiscal 2025 or early in the first quarter of fiscal 2026, pending standard closing conditions. Henrik Pade and Tim North, Co-Managing Directors of Star Brands, along with the senior management team, are expected to remain with the company to ensure a smooth transition and support its continued growth in collaboration 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," stated 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."

Source: RPM International