Lifetime Brands has announced that it has acquired the business and certain assets of Canâ€™t Live Without It otherwise known as Sâ€™well.
Founded in 2010, Sâ€™well is a global designer, wholesaler and retailer of reusable, vacuum-insulated products. It is best known for creating the first, reusable hydration fashion accessory. Sâ€™well’s products can be purchased through omnichannel retail partners, specialty stores, co-branded partnership opportunities, and its own direct-to-consumer website,Â www.swell.com.
Rob Kay, Lifetimeâ€™s chief executive officer, said: â€œWe are extremely pleased to welcome the Sâ€™well brand to our portfolio. Sâ€™well originated the category of sustainable hydration products and has consistently been a design, feature and product innovator. The brand is a perfect fit for our growing and successful hydration and storage categories, where we have already made great progress growing our BUILT brand. Sâ€™wellâ€™s established e-commerce presence will expand our direct-to-consumer offering and its significant corporate partnership business will open up a new and attractive channel for Lifetime. Additionally, Sâ€™wellâ€™s recognition as a leader in sustainability helps reinforce our commitment in this important area. We expect this highly complementary addition to our portfolio to have an accretive impact on our earnings beginning in 2022.â€
Sarah Kauss, the founder of Sâ€™well, will oversee the transition to Lifetime Brands and continue in an advisory role, said: â€œIâ€™m so proud of what Sâ€™well has accomplished over the years. We created a movement around reusables, helped displace more than 4 billion single-use plastic bottles and touched millions of lives. With this transition into the Lifetime family, the Sâ€™well brand will continue to deliver beautiful, innovative products while being a force for good.â€