Blue River Financial Group has advised Wholesale Supplies Plus, a leading B2B distributor of consumable supplies and provider of services to commercial artisans (“WSP”) and portfolio company of Incline Equity Partners (“Incline”), on their acquisitions of both Rustic Escentuals (“Rustic”) and Elements Bath and Body (“Elements”).

The acquisitions strengthen the customer experience and share of wallet potential by significantly broadening the Company’s product and service offering.  WSP can now provide the combined customer base an enhanced set of products and capabilities, including a distinctive and extended fragrance and packaging selection.

Founded in 1999, WSP was established to provide commercial crafters with a complete line of raw materials, supplies and packaging for the production of artisan bath, body, cosmetics, candles and other personal care and aromatic products.  With over 16,000 SKUs, and complementary resources and value-added support, WSP is the core business partner to thousands of small business owners.  Rustic was founded in 1999 and Elements in 2002 and, over the years, have both built a similar base of highly-loyal, for-profit crafter customers.

Sam Solomon, CEO of WSP, said, “The acquisitions bolster our position in the market and enable us to provide a more robust offering for the combined customer base.  We look forward to continuing to help our customers succeed as small and home-based business owners.”

“WSP has an exceptional value proposition and is a critical partner to the small and emerging businesses it supplies,” said Evan Weinstein, Partner with Incline.  “The acquisitions will enhance the experience for existing and new customers, which has been our goal since partnering with the Company in May of 2019.”

The additions of Rustic and Elements to the growing WSP platform is an exciting opportunity for all involved”, stated Sara Clevenger, Principal of Blue River. “We are honored to be a part of these transactions and eager to see the great things ahead for the ownership and operating teams.”
The contents of this article were significantly extracted from Incline Equity Partners’ press release from November 19, 2020.  Attribution is hereby given.
Sara Clevenger

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