Paul DeJoria is licking his chops and having a shot of Patron to celebrate. Already worth some $3.5 Billion, he is watching from the sidelines what OPI is going to fetch. DeJoria owns both Paul Mitchell and Patron. Mitchell is the beauty industry’s biggest privately held company.
OPI is the second largest and is on the auction block. Looks like Coty is a lead bidder and a few private equity firms such as Bain are tagging along. Ultimately the selling price could be $1 billion.
That’s a lot of money. We all know Essie sold to L’Oreal earlier this year but that was a $28 million company compared to the mammoth $300 million company OPI is. I wouldn’t be surprised if L’Oreal doesn’t step in later, they know there isn’t another brand like OPI around.
I’ve written my fair share about OPI, George Schaeffer, Suzi-Weiss Fleishmann and for good reason. They created a phenomenon from nothing. They took risks and spent millions in consumer publications. They took risks and put in state-of-the-art filling machines when most people were outsourcing. They took risks in naming lacquers with strange names.
Now the risks are going to pay off and pay off big. They deserve it. But once the deal is over, the bigger questions remain: Will OPI go retail to pay off the investment and will George and Suzi stay on?
Of course there is a small chance that all this talk from today’s Wall St. Journal is gibberish and only rumors. Wouldn’t that be nice. But in today’s global economy and with companies and equity firms flush with cash, this sounds like an opportunity that won’t be passed up.
WOW. What else is there to say?