Evriholder Products Acquires Spongeables Bath and Beauty Line

Evriholder Products completed an agreement to acquire the assets of Spongeables LLC, a Los Angeles-based bath, health and beauty technology company that fits into its core impulse business. 

Evriholder, based in Anaheim, Calif., designs, develops and manufactures products for the kitchen, cleaning, storage, and bath and personal care categories.

Spongeables holds several patents worldwide, including a patented “infusion” technology in a proprietary manufacturing process that combines time-released cleansing soaps, gels and other skincare ingredients into a hypoallergenic sponge matrix. 

Spongeables’ products are sold nationally and internationally. Currently, the company produces more than 50 products under the Spongeables label and as private label for several customers. Evriholder plans to continue to sell the Spongeables products, while developing new ones to grow the signature brand and private-label products. 

Spongeables recently acquired the licenses to Nickelodeon’s SpongeBob SquarePants and Dora the Explorer. According to Evriholder, the licenses were signed in early 2013, and will be developed and marketed extensively in Evriholder’s channels over the next 24 months.

Michael Popovsky, Spongeables co-founder and CEO, will join Evriholder as a senior vice president, primarily responsible for product development of the Spongeables line. Elaine Binder, Spongeables co-founder and president, will continue to market the brand to the high end of retail under license, producing and selling product to spas, hotels, salons and department stores, and will join the team in a sales representative capacity, continuing to manage certain domestic and international accounts.

“We are very excited to add this asset to our portfolio of great impulse items and believe there is a tremendous upside to taking it to our key markets,” said Gary Seehoff, CEO of Evriholder Products. “It has been an absolute pleasure dealing with the Popovskys who have built a very unique company and differentiated problem solution product that fits Evriholder’s impulse strategy beautifully.”

Evriholder Products recently announced its major re-branding initiatives, including its new EVRI name, logo, packaging and website. With the acquisition of Spongeables, the new company will be integrated into Evriholder immediately, including moving to Evriholder’s headquarters.