USANA’s $205M Majority Stake In Hiya Brings ‘Kidsperience’ And Direct-To-Consumer Sales

Hiya has more than 200,000 customers in the direct-to-consumer channel, all using subscriptions ordered on the brand’s website, and plans to expand into online marketplaces and retail chains. The startup “offers a compelling subscription model with attractive margins, profitability, and strong cash flow generation,” says USANA CEO Jim Brown.