Clarion Brands buys Florajen

Clarion Brands, a portfolio company of Swander Pace Capital, has acquired Florajen. Financial terms weren’t announced. Florajen is a probiotic dietary supplement.


TREVOSE, PA (July 19, 2016) – Clarion Brands, a portfolio company of Swander Pace Capital and a leading consumer product company specializing in over-the-counter (OTC) healthcare solutions, today announced the acquisition of Florajen®, the #1 pharmacist recommended probiotic brand where it is sold. Florajen probiotics are superior to competitors in potency, freshness, and quality.


With the addition of Florajen to its portfolio, Clarion Brands now boasts three #1 professionally recommended brands. “Florajen is the perfect addition to our portfolio,” said Gary Downing, CEO of Clarion Brands. “We have a longstanding history of partnering with healthcare professionals to provide consumers with trusted solutions to their everyday health needs, and Florajen represents both an exciting and strategic next step for us.”


Florajen joins Lipo-Flavonoid®, the #1 ENT doctor recommended OTC product for ringing in the ears (tinnitus) and Certain Dri®, the #1 doctor recommended OTC treatment for controlling excessive underarm sweating (hyperhidrosis). Florajen is a high-potency probiotic dietary supplement that contains high concentrations of the same beneficial microorganisms that occur naturally in healthy people to help maintain the balance of flora in the intestinal tract. Florajen probiotic supplements, taken concurrently with antibiotics, can help avoid unpleasant side effects and aid in digestive health.


“The founders of Florajen have created a remarkably effective product with demonstrated success in helping consumers of all ages maintain the natural microbial balance the body needs to stay healthy,” Downing added. “We’re eager to not only continue the successful marketing approach established by Florajen’s founders, but to intensify the scope and reach within the professional community and leverage our strong pharmacy relationships to increase awareness of, and access to, Florajen.”


“When we partnered with Gary to establish Clarion in 2014, our mission was to build a leading platform in the OTC and supplement category,” said Mo Stout, a managing director at Swander Pace Capital. “Acquiring brands like Florajen that are category leaders in growing personal health niches is a key part of that strategy. We’re excited to add Florajen to the portfolio alongside our other market-leading products.”


The Clarion Brands leadership team has a proven track record of creating and implementing successful go-to-market strategies for OTC product lines, and of reenergizing iconic heritage brands through strategic marketing and merchandising efforts. Downing and VP of Marketing Jennifer Moyer were previously leading Insight Pharmaceuticals, parent company of leading women’s health brands Monistat (the #1 OTC brand in yeast infection treatment) and e.p.t (the original home pregnancy test), as well as Bonine, Nix, and Sucrets, among others. In 2014, Insight Pharmaceuticals was acquired by Prestige Brands for $750 million.

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About Swander Pace Capital

Swander Pace Capital is a leading private equity firm specializing in investments in growth-oriented, middle-market consumer products companies in North America and the United Kingdom. For the past 20 years, Swander Pace Capital has pursued a consistent strategy of investing in consumer products companies with leading market positions in attractive, defensible niches. With cumulative equity commitments of approximately $1.8 billion, and staff in San Francisco, New Jersey, and Ontario (Toronto), Swander Pace Capital provides portfolio companies with a unique mix of financial, strategic, and tactical support to create long-term value. For more information, visit


About Clarion Brands

Clarion Brands, LLC is a consumer products company whose strategy is to generate growth by acquiring brands with solid consumer equity that can be further developed through their merchandising and marketing expertise. The company strengthens its portfolio of brands by employing a variety of strategies, all with an in-depth understanding of the heritage of the brands and the needs of the consumer. Additional information about Clarion Brands can be found at