Change of Ownership for As We Change

San Diego-based As We Change is operating under new ownership. Manufacturer/marketer Real Health Laboratories, also based in San Diego, purchased the cataloger’s assets, including the As We Change name, systems, and selected inventory—from Women First Healthcare in late April. Terms of the deal were not disclosed. As We Change specializes in health and wellness products for perimenopausal and menopausal women.

Until its acquisition of As We Change, Real Health targeted men almost exclusively. The company has five patents for products designed to prevent erectile dysfunction, though it manufactures other sorts of supplements as well. In addition to selling its products to major drugstore chains, the company annually mails 1.5 million copies of its 24-page Real Health catalog.

“The quality of the merchandise in As We Change is quite evident,” says Real Health president/CEO John Dullea. “It’s got a strong brand name–stronger in fact, than [that of] the Real Health catalog.” Dullea plans to begin boosting As We Change’s catalog circulation this fall, following a strong performance in the months since the acquisition. The first and second As We Change mailings under Real Health’s ownership ran 16% ahead of projections, Dullea says.

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