Direct Digital owns several brands that are sold both in supplement retailers as well as direct to consumer, such as Nugenix, Instaflex, and Peptiva.
Healthy Directions, founded in 1991, is a division of publicly traded Helen of Troy Limited. The company owns dietary supplement brands that bear the name of doctors who formulate them, as well as a line of skincare products. Its primary sales channel is direct to consumer.
The transaction closed December 20, 2017, advised by Deloitte Corporate Finance. Financial terms were undisclosed.
"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, Deloitte Corporate Finance LLC.
"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,” said Brandon Adcock, co-founder and president of Direct Digital.
“We believe the combination will enable Direct Digital to continue to bring innovative and category leading nutritional supplements to market,” he added.