Church & Dwight to Acquire Touchland for Up to $880 Million

Deal News | May 12, 2025 | Sonoma Brands Capital LP

Church & Dwight to Acquire Touchland for Up to $880 Million

Church & Dwight Co., Inc. has announced the acquisition of Touchland, a leading hand sanitizer brand, for an estimated total of $880 million, comprising an initial $700 million and an additional $180 million contingent on Touchland's 2025 sales performance. The acquisition, expected to close in Q2, aligns with Church & Dwight's strategic objectives of investing in high-growth, asset-light companies that hold leading market positions. Touchland, recognized for its innovative consumer approach and solid brand loyalty, is expanding into Canada and the Middle East. The founders will remain in leadership, benefiting from Church & Dwight's global reach to bolster Touchland's international expansion. The acquisition is deemed neutral for Church & Dwight's 2025 earnings per share but is forecasted to be accretive to cash earnings by 3% in 2026. Legal advice for the acquisition was provided by Proskauer Rose LLP for Church & Dwight and by Vicente & Partners and Cooley LLP for Touchland.

Sectors

  • Personal Care Products
  • Mergers & Acquisitions

Geography

  • United States – Church & Dwight is a U.S.-based company and Touchland is a leading brand in the U.S. market.
  • Canada – Touchland has expanded its market reach into Canada, indicating its significance in the transaction.
  • Middle East – Touchland's recent entry into the Middle East, demonstrating its growing international presence, plays a role in the expansion strategy.

Industry

  • Personal Care Products – The article focuses on the acquisition of a brand recognized in the hand sanitizer segment, which falls under personal care products.
  • Mergers & Acquisitions – The article discusses the acquisition of Touchland by Church & Dwight, indicating a significant investment activity typical of M&A.

Financials

  • $700 million – Initial purchase price at closing comprising cash and Church & Dwight restricted stock.
  • $180 million – Contingent payment based on the achievement of Touchland's 2025 net sales, bringing the total potential purchase price up to $880 million.
  • $130 million – Touchland's net sales for the trailing twelve months as of March 31, 2025.
  • $55 million – Touchland's EBITDA for the trailing twelve months as of March 31, 2025.

Participants

NameRoleTypeDescription
Church & Dwight Co., Inc.BuyerCompanyLeading U.S. producer of sodium bicarbonate and various personal care, household, and specialty products.
TouchlandTarget CompanyCompanyFast-growing brand in the hand sanitizer category, recognized for innovation and targeting younger consumers.
Andrea LisbonaFounder/CEOPersonCo-founder of Touchland, she will continue to lead the brand post-acquisition.
Ruggero GrammaticoCo-founderPersonCo-founder of Touchland, playing a key role in partnership with Church & Dwight.
Proskauer Rose LLPLegal Advisor to Church & DwightCompanyProvided legal advisory services to Church & Dwight for this transaction.
Vicente & PartnersFinancial Advisor to TouchlandCompanyProvided exclusive financial advisory services to Touchland.
Cooley LLPLegal Advisor to TouchlandCompanyProvided legal advisory services to Touchland in the acquisition.