Brand Holdings LLC, a new holding company led by sports industry veteran Jeff Hennion, has acquired Dr. Emil Nutrition, a provider health and wellness supplements and sports nutrition products.

Brand Holdings LLC, formed by Kidd & Company and T-street Capital, plans to acquire DTC e-commerce companies with a focus on health and wellness, sports nutrition, beauty, and functional foods.

Dr. Emil Nutrition, its first acquisition, is backed by the scientific background of Dr. Emil Hodzovic.

KCO and T-street will partner with Dr. Emil Hodzovic, the medical doctor and nutrition/wellness expert behind the brand, and industry veteran Jeff Hennion, who will serve as the executive chairman and chief executive officer of Brand Holdings and Dr. Emil Nutrition. Hennion’s prior experience includes his leadership role as executive vice president, chief marketing & e-commerce officer of GNC, as well as executive vice president and chief marketing officer of Dick’s Sporting Goods. Hennion also served as chief executive officer of JEGS Automotive, a specialty automotive aftermarket company, where he led the transition from a catalog company to a DTC e-commerce brand. He currently serves on the Board of Directors of Briggs & Stratton, is chairman of the Advisory Board at Listrak, is the co-founder and managing partner of Woodside Ventures, Inc., an e-commerce digital agency, and is an advisor to a number of e-commerce and technology companies.

Hodzovic commented, “My goal is to help people achieve their health, wellness and nutrition goals – and this is why I helped to create Dr. Emil Nutrition originally. I look forward to working with Jeff, KCO and T-street to enhance the Dr. Emil Nutrition brand, further develop the product line, and build a deeper relationship with our customer base.”

Gerry DeBiasi, a partner at KCO, commented, “The market for nutritional supplements is undergoing a momentous shift as e-commerce continues to play an increasingly critical role in consumer purchasing behavior. Dr. Emil has demonstrated proven success with online sales and is well-positioned to benefit from these industry trends. We aim to grow the brand significantly going forward, as well as explore opportunities to leverage the DTC space and grow Brand Holdings.”

Dale Cheney, the managing partner at T-street, added, “Dr. Emil Nutrition has built a remarkable business on a foundation of improving people’s lives through innovation in health, wellness, and sports nutrition products for the everyday consumer. We look forward to a strong partnership with KCO and Jeff Hennion as we continue to build Dr. Emil Nutrition into the leading franchise for health & wellness with a focus on sports nutrition, beauty and functional foods.”

Logo courtesy Dr. Emil Nutrition