ASCENDIA BRANDS, INC.

ASCENDIA BRANDS, INC.

Previous company name
CENUCO, INC.
Name change date
5/12/2006
Company Overview
Ascendia Brands Inc., is a publicly quoted company engaged in the production and distribution of health and beauty care products. In 1920, the company was originally founded as Lander Co., Inc. by Charles H. Oestreich along with two partners. The company later changed its corporate name to Ascendia Brands Inc. in 2006. The registered head office of the company is located in Hamilton, New Jersey.
Ascendia is America’s leading manufacturer of quality value-brand health and beauty care products. The company offers a full line of hair care, skin care, oral care, bath care and baby care products. These products are traded under various brand names such as Lander, Baby Magic, Ogilvie, Mr. Bubble, Binaca, Lander SPA, Lander Essentials, Dorothy Gray, Tussy and TEK.
The company distributes fine health and beauty care products in more than one hundred countries throughout the Americas, Africa, Asia and the Middle East. It operates two manufacturing facilities strategically located in Binghamton, New York and Toronto, Ontario. The mission of Ascendia is to provide high quality health and beauty care products at value prices.
Business Summary
Ascendia Brands Inc. (Ascendia), formerly Cenuco, Inc., is primarily a holding company. Through its subsidiaries, the Company manufactures, markets and distributes a portfolio of branded health and beauty care products. Its products includes branded bath, baby, oral, skin and hair care products. Its brand portfolio includes Baby Magic, Binaca, Mr. Bubble, Calgon, the healing garden, Lander, Lander essentials, Ogilvie, Tussy and Dorothy Gray. On August 2008, the Company filed for Chapter 11 bankruptcy protection. In October 2008, Ascendia sold The Mr. Bubble line to Village Co LLC, Helen of Troy Ltd bought Ogilvie home perm and coloring kit line and Dr. Fresh Inc. purchased the Binaca mouthwash brand and Tek’s toothbrush line.
Description and history
Ascendia Brands Inc. (Ascendia), formerly Cenuco, Inc., is primarily a holding company. Through its subsidiaries, the Company manufactures, markets and distributes a portfolio of branded health and beauty care products. Its range of products includes branded bath, baby, oral, skin and hair care products. The Company’s brand portfolio includes Baby Magic, Binaca, Mr. Bubble, Calgon, the healing garden, Lander, Lander essentials, Ogilvie, Tussy, Tek and Dorothy Gray. The Company sells its products principally through mass merchandisers, drug stores, supermarkets (mass, drug and food) and dollar store outlets. Ascendia also has limited distribution in online, specialty retail and direct-to-consumer outlets. On May 20, 2005, Hermes Holding Company, Inc., a wholly owned subsidiary of Cenuco, Inc. (the parent company of Cenuco Wireless) merged with Hermes Acquisition Co I LLC. Hermes Acquisition Co I LLC was considered the acquirer in a reverse acquisition transaction and consequently the merger was treated as a recapitalization of Hermes Acquisition Co I LLC followed by the reverse acquisition of Cenuco, Inc. by Hermes Acquisition Co. I LLC. The combined company subsequently changed its name to Ascendia Brands, Inc. From the date of the merger to February 2007, the Company was organized around two operating divisions: health and beauty care, conducted through Hermes Acquisition Co I and its subsidiaries, and wireless applications development, conducted through Cenuco, Inc., a wholly owned subsidiary of Ascendia. In February 2007, the Company committed to a plan to sell the wireless applications development division. On August 2008, the Company filed for Chapter 11 bankruptcy protection.

In October 2008, Ascendia sold The Mr. Bubble line to Village Co LLC, Helen of Troy Ltd bought Ogilvie home perm and coloring kit line and Dr. Fresh Inc. purchased the Binaca mouthwash brand and Tek’s toothbrush line. The Company manufactures, markets, distributes and sells value and premium value branded health and beauty care products in the United States and Canada, and in 90 countries throughout the Americas, Africa, Asia and the Middle East. Through its Canadian facility, the Company produces a line of private-label brands for a limited number of Canadian retail chains. On February 9, 2007, the Company acquired the Calgon and the healing garden brands from Coty Inc. and certain of its affiliates (the former Coty brands). The Company’s largest customer is Wal-Mart, which accounted for approximately 42% of United States revenues and 27% of Canadian revenues during the fiscal year ended February 28, 2007.

Ascendia offers the Baby Magic brand in the infant toiletries segment. It offers the Binaca brand of breath freshener. Calgon is a specialty bath brand, and includes bath powders, body washes, mists and lotions with fragrance offerings. Dorothy Gray is a line of face cream products specifically designed to address the needs of dry or mature skin. Lander is a brand of health and beauty products. LANDERx brand is a line of medicated ointments. Lander essentials was created to offer consumers with product forms and fragrances that include products, such as 3in1 Body Wash, Shampoo and Bubble Bath, Bath & Body Oils, Moisturizing Body Washes, Sugared Scrubs and other products.

The Company offers the Mr. Bubble brand in the children’s bath additives category, and is primarily used by children in the age group of 3 to 8 years. Ascendia offers the Ogilvie brand in the at-home hair permanents category. Tussy is a brand deodorant and deodorant/antiperspirant. The deodorant product is offered in a cream form, while the deodorant/antiperspirant is available in roll-on and stick forms. The healing garden is a specialty bath product line. Prior to the acquisition of the former Coty brands, the Company distributed more than 85 million units annually (primarily liquid fill bath care, baby care and skin care products) in North America and another 14 million units internationally.

The Company directly owns the equity of Hermes Acquisition Company I LLC and Cenuco, Inc. Hermes Acquisition Co. I LLC acts as the holding company for the Company’s health and beauty care division. Ascendia’s subsidiaries also include Ascendia Brands Co., Inc., Lander Co., Inc.., Ascendia Brands. (Canada) Ltd. (formerly known as Lander Co. Canada, Ltd.), Ascendia Real Estate LLC, Lander Intangibles Corporation and Cenuco, Inc. As of May 1, 2006, Ascendia Brands Co., Inc. assumed the manufacturing and distribution operations formerly conducted through Lander Co., Inc. During the fiscal year ended February 28, 2006, Lander Co., Inc. was the principal operating company in Ascendia’s health and beauty care division. Following the transition of manufacturing and distribution activities to Ascendia Brands Co., Inc., Lander Co., Inc. has been as an intellectual property holding company for trademarks and other intellectual property associated with the Lander brands.

Ascendia Brands (Canada) Ltd is the Canadian manufacturing and distribution arm of Ascendia’s health and beauty care division. It operates a manufacturing facility in Toronto, Ontario, which it leases from a third party. Ascendia Real Estate LLC is a real estate holding company. Its sole asset is the Binghamton plant, which it leases to Ascendia Brands Co., Inc. Lander Intangibles is an intellectual property holding company that was formed to acquire and hold certain of the intellectual property that the Company purchased from Playtex Products Inc. and its affiliates on November 16, 2005, and from Coty Inc. and its affiliates on February 9, 2007. Cenuco, Inc. formerly developed and marketed wireless data applications, with a focus on live video streaming to cellular devices across any carrier or handset platform. As of February 28, 2007, Cenuco, Inc. was being accounted for as a discontinued operation.

The Company competes with Health Tech, Johnson & Johnson, Kimberly Clark, Procter & Gamble, The Village Company and Unilever.

Originally founded as Lander Co., Inc. By Charles H. Oestreich along with two partners

Business Line
Production and distribution of health and beauty care products
Subsidiary
BABY MAGC BRAND,THE
Advisor
BDO SEIDMAN
IPO date
1/4/2000
US SIC Code
2844
Company Address
Suite 108
100, American Metro Boulevard
City province or state postal code
08619, HAMILTON, NJ
Phone: +1 609 219 0930
Fax: +1 609 219 1238
Country address: UNITED STATES OF AMERICA
Website url: www.ascendiabrands.com

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