FitLife Brands (Omaha, NE), a developer and provider of nutritional supplements and wellness products, announced it entered a definitive agreement to acquire Irwin Naturals (Los Angeles, CA) and its related affiliates for $42.5 million. Irwin previously filed for Chapter 11 bankruptcy in August 2024.
According to FitLife, both brands have product lines that are largely complementary. Irwin sells a broad range of products including weight loss, sexual wellness and body cleanse while FitLife primarily sells sports nutrition products.
Irwin also brings channel strength in food, drug and mass market channels, which currently represents a small portion of FitLife’s revenue. In addition, FitLife’s strength in online channels is anticipated to drive growth for Irwin. Specifically, Irwin does not sell its products on e-commerce platforms, instead relying on wholesale partners to sell the products online, the company said.
FitLife stated it can operate Irwin more profitably due to operating synergies. Although Irwin is based in California and will operate largely independently, FitLife anticipates selling, general and administrative (SG&A) cost savings, and cost savings unrelated to personnel the company said. As per the agreement, FitLife will retain about 50 Irwin employees.
“We are thrilled to welcome the Irwin brands and team members to the FitLife family. Irwin Naturals is a brand we have known and admired for a long time. We believe that our complementary sales channels and product portfolios will benefit both businesses, and we are excited for what the future holds,” said FitLife CEO Dayton Judd.
For more information, visit www.fitlifebrands.com or www.irwinnaturals.com.
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