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

 
• By Malcolm Spicer

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.

(Source: Shutterstock/Citeline)

Wellness and nutrition direct seller USANA Health Sciences Inc. notes “a possibility” of expanding its distribution into the direct-to-consumer channel as it expands its portfolio with nearly 80% ownership of children’s dietary supplement firm Hiya Health Products LLC.

USANA on 23 December announced its $205m cash deal for a 78.8% ownership in Hiya, which launched in 2020 in West Palm Beach, FL, with subscription sales of a children’s...

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