Rayovac, the No. 3 U.S. battery brand,
Both companies compete against Gillette Co., maker of Gillette razors, Braun shavers and Duracell batteries.
In a conference call today, Rayovac CEO David Jones said Remington compliments Rayovac, since they rely on many of the same retail channels. Both are value players in key segments, too.
But the companies' market performances have gone different directions of late. Rayovac has seen sales and shares decline in the U.S., though overall sales were up 60% last year thanks to acquisition of Germany's Varta brand. Rayovac slashed U.S. media spending 55% to $4 million last year, according to TNS Media Intelligence/CMR.
Remington has seen compound annual growth of 18% over the past five years in North America and last year increased ad spending 17.5% to $23.5 million, according to CMR. Remington is the overall U.S. market leader in electric shavers by volume and No. 2 in men's razors by volume and sales to Philips' Norelco.
Grey Global Group's Grey Worldwide, New York, handles Remington. Condon & Root Advertising, Chicago, handles Rayovac.
Mr. Jones wouldn't comment on plans for post-acquisition management of Remington, which now is headed by Procter & Gamble Co. and Clorox Co. veteran Neil DeFeo. But Mr. Jones said he planned no changes in Remington's marketing and new product plans set for this fall.