Deloitte Corporate Finance acted as exclusive financial advisor to Charlotte, NC-based Direct Digital on its acquisition of Healthy Directions, a division of Helen of Troy.
Founded in 1991, Healthy Directions is a direct-to-consumer provider of doctor-formulated nutritional supplements, topical skin care and other health and wellness products which are sold through direct mail and digital channels.
“The Healthy Directions marketing platform will further strengthen Direct Digital’s omnichannel strategy by adding robust, authoritative content, as well as market leading direct mail capabilities. We believe the combination will enable Direct Digital to continue to bring innovative and category-leading nutritional supplements to market,” said Brandon Adcock, co-founder and president of Direct Digital.
“The combination of Direct Digital and Healthy Directions creates one of the largest VMS platforms in the industry with a portfolio of doctor-formulated, condition-specific brands and leading direct-to-consumer and retail capabilities,” said Lorin DeMordaunt, managing director of Deloitte Corporate Finance.
