In a sweeping shift aimed at refocusing its core mission, Reckitt Benckiser Group PLC announced Friday that it has agreed to sell 70% of its Essential Home business—home to iconic brands like Air Wick, Calgon, Woolite, and Cillit Bang—to U.S. private equity giant Advent International LP in a blockbuster $4.8 billion deal.
The British consumer goods titan will retain a 30% minority stake, ensuring continued strategic interest while handing Advent the reins to scale and steer the business independently. The carve-out, which covers over 75 brands across 70 global markets, will transform Essential Home into a standalone force in the home care sector.
Strategic Rebalancing: Reckitt Bets on Health and Hygiene
“This is a major milestone in our journey to becoming a simpler, more focused, world-class consumer health and hygiene company,” said Reckitt CEO Kris Licht, who is helming a bold transformation that has seen the company move away from general household products to concentrate on so-called “powerbrands” like Durex, Dettol, and Gaviscon—which now account for more than 80% of Reckitt’s revenue.
In the reshaped vision, Essential Home—though still profitable—no longer aligns with Reckitt’s growth trajectory, prompting the divestment. The move will strengthen the company’s balance sheet, according to analysts, and provide capital flexibility for future investments.
