Vestiage has completed the acquisition of RegiMEN Investments LLC, the owner of the RegiMEN supplement brand of anti-aging products for the active male over 40. The RegiMEN brand is sold online and through select retailers such as GNC, Complete Nutrition and Smoothie King stores.
“Our goal is to create the go-to grand for men over 40. I want this brand to be that brand,” Vestiage CEO Scott Kimball told NutrIngredients-USA.
Vestiage already has a women’s line of supplements, branded under the name Monterey Bay, under development with Robinson Pharma as the contract manufacturer, and Kimball said the company believes the two lines will complement each other.
Investing in the brand
“We’re not assuming that it is going to contribute anything from an EBITDA standpoint to Vestiage this year. We are going to be investing in that brand. Our budget next year for that brand is in excess of $1 million for retail programs and supporting the GNC expansion and moving it into a couple of other retailers that have expressed interest. In 2014 we would like to be able to set a record for a natural product,” Kimball said.
“Walgreens wants the RegiMEN brand in 25% of its stores over the next three months. That alone could be worth about $6 million in revenue to us,” he said.
The RegiMEN line includes eight products: Testosterone Support, Anti-Inflammatory and Anti-Oxidant Support, Growth Hormone Support, Prostate Support, Heart Health Support, Vision Support, Vitamin and Mineral, and DHEA Support.
“We liked the fact that the formulations were led by Dr. Robert Burke (a board certified cardiologist),” Kimball said. “Of the eight products, he led the formulation of about three of them. The line addresses a lot of the things that are important to a man over 40.”
As well as marketing the products individually, the products will also bundled into something called the RegiMEN Essential Stack which includes the Testosterone Support, Anti-Inflammatory and Anti-Oxidant Support, and Growth Hormone Support products. This offering is intended in the short term for marketing in online and direct response channels.
In addition to the products themselves, Kimball said Vestiage, which is a very early stage company, is getting a highly experienced management team with RegiMEN.
“Tom Youngerman, who founded RegiMEN, is coming on board with Vestiage. He is going to in charge of everything in the supplement world for us,” Kimball said. “We look forward to having him grow RegiMEN, Monterey Bay, and in the future, lead the launch our third brand—a new brand—which is already under contract and will begin R&D later this year.”
One clear synergy of the acquisiton is that when it debuts the Monteray Bay line can tap into the existing distribution network of RegiMEN.
“We bought a brand, we bought a vendor number in at least three major retailers and we bought a talent in Tom who knows the business cold. He’s got a lot of high energy,” Kimball said.
“We put out there what we intend to do and then we try to live up to it. I think a lot people are surprised with what we have accomplished. We have done this with very few resources but now things are getting serious,” he said.