German consumer goods conglomerate Henkel will sell its retailer brands business in North America to an affiliate of First Quality Enterprises as the final step of its portfolio optimization.WHO: The Henkel retailer brands business comprises products in the detergents, fabric finishers, and dishwash categories, serving several retail customers in North America.Founded in McElhattan, Pennsylvania, by Kambiz Damaghi and his family in 1989, First Quality Enterprises, also known as First Quality, is an American multinational manufacturing company, headquartered in Great Neck, New York, focused on home care paper products, adult incontinence products, feminine care products, baby care, and flexible packaging. Its brand portfolio includes Prevail, Cuties, Plenty, Panda, Incognito, Fletchers, and Dri-F. The business has 4,000 employees across nine locations and two countries. WHY: As part of its portfolio optimization, the Henkel retailer brands business has been identified as non-core activity within the consumer brands business unit as the potential to leverage synergies and the future strategic fit with the integrated consumer brands platform is limited. This transaction concludes the last major divestment of the portfolio optimization measures announced as part of the merger of the formerly separated consumer businesses. IN THEIR OWN WORDS: “Shaping a winning portfolio is a key element of our strategic agenda for purposeful growth. Our active portfolio management, either through acquisitions or divestments, is an important driver in making our business successful in the future.