P&G Goes <em>Native</em> In Acquisition That Aligns With Peltz' Vision

P&G Goes Native In Acquisition That Aligns With Peltz' Vision

P&G's purchase of Native deodorants likely is approved by activist investor and potential board member Nelson Peltz, who has pushed the firm to invest in small and local brands as well as natural products. Analysts believe more tuck-in deals could be in the offing to help the firm compete against rising e-commerce startups.

Procter & Gamble Co.'s acquisition of direct-to-consumer deodorant firm Native Co. could be the first in a series of deals to grow its niche market revenues, a direction that hews to activist investor and board candidate Nelson Peltz' recommendations.

Terms of the deal, announced Nov. 15, were not disclosed. Reportedly, P&G paid $100m for the San Francisco firm, whose...