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The Great Brand Sell-off

Braid Laif
The iconic German hair brand Wella has been facing tumultuous times under P&G.
  • Why it matters

    Why it matters

    • As part of a major restructuring program, P&G plans to sell 100 of its less profitable brands worldwide.
  • Facts


    • The P&G brands that are on the block are responsible for 16 percent of $83 billion in global sales, but only 6 percent of the operating profit of $15.2 billion.
    • Forty smaller brands have already been sold.
    • P&G’s share price has remained virtually unchanged in the last two years.
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Procter & Gamble, the world’s biggest consumer products company, is planning to sell 100 of its brands worldwide. A series of German companies could be significantly affected by the dramatic changes.

P&G, famed around the world for products like Gillette and Pampers, has already sold off 40 smaller brands since a restructuring decision was made in August 2014.

P&G is unloading brands responsible for 16 percent of $83 billion (€74 billion) in global sales, but only 6 percent of its operating profit of $15.2 billion. The trick is to find buyers for the company’s poorly performing brands.

“Procter & Gamble is changing in fundamental ways,” said Sue Desmond-Hellman, head of the Bill & Melinda Gates Foundation and a member of the company’s board of directors for the last five years.

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