Blyth Buys As We Change

Blyth, the parent company of gifts and housewares cataloger Miles Kimball, announced on Aug. 4 it acquired As We Change, a catalog targeting women age 40 and older.

Officials for Blyth, a home fragrance and decor products marketer, said the As We Change brand would become part of Miles Kimball Co. The unit includes the Miles Kimball, Exposures, Walter Drake, The Home Marketplace, and Easy Comforts brands.

Financial results from the acquisition will be included in Blyth’s catalog and Internet segment.

Launched in 1996, As We Change sells nutrition, beauty, skin care, exercise, lifestyle, and personal care products.

“The addition of the As We Change brand to Blyth will complement our existing direct-to-consumer portfolio while enhancing our market share within the catalog and Internet space,” Blyth CEO Robert B. Goergen said in a release.

Since the fall of 2006, Miles Kimball launched two spin-offs: Mrs. Kimball’s Candy Shoppe, and Serenity Falls, a memorial/religious products catalog.

For Miles Kimball, As We Change is a “great acquisition of complementary baby boomer, female-focused catalog,” says Lee Helman, a managing director with investment firm Financo.

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