AVEX Acquired by Newell Rubbermaid


CHICAGO, Ill. (July 23, 2014) – AVEX®, makers of superior performance water bottles and travel mugs, this week announced an acquisition by Newell Rubbermaid, an S&P 500 company and global marketer of consumer and commercial products. Newell Rubbermaid has signed a $308 million deal with North Castle Partners, set to take effect in September, to purchase Ignite Holdings, LLC, which comprises AVEX and sister brand Contigo.

The AVEX brand has seen significant growth and success in the outdoor industry since its launch in 2011, doubling sales each year of operation. With their revolutionary AUTOSEAL® and AUTOSPOUT® technologies, AVEX bottles are created specifically for sport and outdoor enthusiasts, and the brand has demonstrated a deep commitment to the industry with design investments, event sponsorships, and athlete support.

“At AVEX, our goal from day one has been to push the limits on hydration as we serve those who are passionate about getting active in the outdoors, whether they are a first-time adventurer or an elite athlete,” said David Mellon, GM of Ignite.

“This acquisition by Newell Rubbermaid will not only allow us to continue in that commitment, but it provides us the ability to do it in an even greater capacity. Our Ignite team is working closely with our new partners at Newell Rubbermaid to ensure that everyone we do business with, from suppliers, to retailers, to consumers, will continue to experience the level excellence they have come to expect from the AVEX brand,” said Sami El-Saden, CEO of Ignite.

Central to the acquisition is a shared dedication to constant evolution and advancement for both the Ignite brands and the Newell Rubbermaid portfolio as a whole.

“Ignite’s focus on design, product performance, and constant innovation is a seamless fit with our Growth Game Plan strategy,” said Mark Tarchetti, Chief Development Officer for Newell Rubbermaid. “The AVEX brand has set the standard for hydration in the outdoor category, and we are proud to bring it into our brand family. We intend to invest in and wholly support this business to build on Ignite’s – and AVEX’s – current strong momentum, expanding product lines, channels of distribution, and geographic footprint over time.”

For more information on AVEX and to see the full line of product offerings, visit www.avexsport.com. To see AVEX products in person and meet our team, stop by our booth at Outdoor Retailer tradeshow, August 6-9, in Salt Lake City (Booth #BR547).

Media Contact:

Claire Rabun

Verde Brand Communications



About AVEX®

AVEX® thermal mugs and hydration bottles are designed specifically for sport and outdoor enthusiasts. Many feature the revolutionary AUTOSEAL® patented technology—a press-to-sip, release-to-seal button that automatically seals between sips—while others offer the patent-pending AUTOSPOUT® technology—a press-to-release button that opens a drinking spout. Many AVEX products feature a spout shield that covers and helps protect the spout from dirt and germs as well as a clip-on handle, making them perfectly suited for the outdoor consumer. AVEX is a brand of Ignite USA, a company with a passion for great products. For more information, visit www.AVEXSport.com

About Newell Rubbermaid

Newell Rubbermaid Inc., an S&P 500 company, is a global marketer of consumer and commercial products with 2013 sales of $5.7 billion and a strong portfolio of leading brands, including Sharpie®, Paper Mate®, Rubbermaid Commercial Products®, Irwin®, Lenox®, Parker®, Waterman®, Rubbermaid®, Levolor®, Calphalon®, Goody®, Graco®, Aprica® and Dymo®. As part of the company’s Growth Game Plan, Newell Rubbermaid is making sharper portfolio choices and investing in new marketing and innovation to accelerate performance.


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