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Deloitte Corporate Finance LLC Advises Direct Digital, LLC on its Acquisition of Healthy Directions, LLC

CHARLOTTE, N.C., Feb. 14, 2017Deloitte Corporate Finance LLC acted as exclusive financial advisor to Charlotte, North Carolina-based Direct Digital, LLC (Direct Digital) on its acquisition of Healthy Directions, LLC (Healthy Directions), a division of Helen of Troy Limited (Helen of Troy). Healthy Directions is a leader in the nutritional supplements and natural health guidance industries. The transaction closed Dec. 20, 2017.

Founded in 1991, Healthy Directions is a leading direct-to-consumer provider of premier doctor-formulated nutritional supplements, topical skin care and other health and wellness products which are sold through direct mail and digital channels.

“The Healthy Directions marketing platform will further strengthen Direct Digital’s omnichannel strategy by adding robust, authoritative content, as well as market leading direct mail capabilities. We believe the combination will enable Direct Digital to continue to bring innovative and category-leading nutritional supplements to market,” said Brandon Adcock, co-founder and president of Direct Digital. “Deloitte Corporate Finance’s experience in the vitamins, minerals, and supplements (VMS) sector combined with their long history of advising entrepreneurs were critical as they guided us through our first major transaction.”

“The combination of Direct Digital and Healthy Directions creates one of the largest VMS platforms in the industry with a portfolio of doctor-formulated, condition-specific brands and leading direct-to-consumer and retail capabilities,” said Lorin DeMordaunt, managing director, Deloitte Corporate Finance LLC.

About Direct Digital, LLC
Direct Digital, LLC, is based in Charlotte, N.C., and Boston, Mass., and is a leader in the areas of product development and marketing within the health and wellness space. Direct Digital owns the Nugenix®, Instaflex®, Peptiva, Lumiday® and Luminite® brands, which are distributed throughout North America and internationally, direct-to-consumer and leading national retailers. For more information, visit

About Deloitte Corporate Finance LLC
Deloitte Corporate Finance LLC (DCF) provides strategic advisory services and M&A advice that help corporate, entrepreneurial, and private equity clients create and act upon opportunities for liquidity, growth and long-term advantage. With an in-depth understanding of the marketplace and access to a global network of investment bankers, we help clients confidently pursue strategic transactions in both domestic and global markets. DCF, together with the Corporate Finance Advisory practices within the Deloitte Touche Tohmatsu Limited network of member firms, include in excess of 1,900 professionals, who work collaboratively across 150 international locations. With our significant experience providing investment banking services across key industries, we are able to offer our clients solutions that help them to achieve their strategic objectives. For more information, visit

Prior engagement performance is no guarantee of future performance and may not be representative of the experience of other clients. This communication is for informational purposes only and is not intended as an offer or solicitation for the purchase or sale of a security.

Deloitte Corporate Finance LLC, an SEC registered broker-dealer and member of FINRA and SIPC, is an indirect wholly-owned subsidiary of Deloitte Financial Advisory Services LLP and affiliate of Deloitte Transactions and Business Analytics LLP. Investment banking products and services within the United States are offered exclusively through Deloitte Corporate Finance LLC. For more information, visit Please see for a detailed description of our legal structure. Certain services may not be available to attest clients under the rules and regulations of public accounting.

Media contact:

Shelley Pfaendler
Public Relations
Deloitte Services LP
+1 212 492 4484

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