Hogan Lovells represents Apex Capital in purchase of Clorox Argentina's operations in key regions
Miami, 8 April 2024 – Global law firm Hogan Lovells guided Apex Capital, a private equity fund, in its acquisition of The Clorox Company’s operations in Argentina, Paraguay, and Uruguay through the acquisition of 100% of the shares of Clorox Argentina S.A. and certain other wholly owned subsidiaries (collectively, “Clorox Argentina”).
Apex Capital is an investment firm focused on branded consumer companies in the Americas, and is associated with Grupo Mariposa, a consumer products’ conglomerate with 139 years of history and operations in 16 countries.
As part of the agreement, Clorox Argentina, which employs more than 450 people and holds trademarks and two existing production plants located in the Provinces of Buenos Aires and San Juan, will be renamed “Grupo Ayudin.”
Grupo Ayudin will continue to produce, develop, market, distribute, and export all products in the current portfolio in Argentina, Uruguay, and Paraguay (which includes home care brands such as Ayudin, Poett, Trenet, Pinoluz, Agua Jane, Sello Rojo, Mortimer, and Selton, among others).
Under the transaction, The Clorox Company’s Latin America research and development, and corporate hub will remain in Argentina to support Clorox’s ongoing operations in other Latin American markets. Grupo Ayudin will also keep its research and development teams in Argentina.
The Hogan Lovells team was led by Miami Office Managing Partner and Practice Area Leader (Americas) of the Infrastructure, Energy, Resources, and Projects Group Jorge Diaz-Silveira, partner Zenas Choi (Northern Virginia), senior associate Greta Feldman (Northern Virginia), senior attorney Andres Chaves (Miami), and international consultant Pedro Martínez Rubí (Miami).
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