High Ridge Brands has announced that the company and its subsidiaries have commenced voluntary Chapter 11 proceedings in the U.S. Bankruptcy Court for the District of Delaware. The company says it intends to complete the sales process under Section 363 of the U.S. Bankruptcy Code. 

High Ridge Brands says it is actively pursuing the sale of the company, and it is currently engaged in active discussions with interested bidders.

The company's hair care brands include Alberto VO5, Rave, and LA Looks. Oral Care brands include Reach and Dr. Fresh. Bath & Body brands include Zest, Coast, and White Rain. 

High Ridge says it continues to serve customers and consumers with its hair care, skin cleansing, and oral care products. The company says it intends to complete the sales process under Section 363 of the U.S. Bankruptcy Code. 

Patricia Lopez, High Ridge Brands' Chief Executive Officer and President, comments, "In the last two years, High Ridge Brands has made tremendous progress enhancing our global operations, investing in best-in-class innovation and expanding our branded personal care platform. Following a thorough review of the options available to us, we have made the decision to execute a court-supervised sales process in order to maximize the value of our strong brands."

Lopez continues, "As we move forward, we remain focused on our mission of crafting extraordinary experiences for savvy consumers through our hair care, skin cleansing and oral care products. We are committed to minimizing the impact on our employees, customers, vendors and other stakeholders throughout the sales process, and we thank them for their ongoing support."

High Ridge Brands has sufficient liquidity to meet its go-forward business obligations. The company expects to service its customers with on-time, in-full deliveries of all product lines and pay its suppliers in full for goods and services provided on or after December 18, 2019, the Chapter 11 filing date.

Photos are screenshots via High Ridge Brands