June 2009

White Cloud Marketing Inc. announced that the company has retained Carl Marks Advisory Group LLC (CMAG) in the sale of the popular White Cloud® brand name. White Cloud Marketing acquired the White Cloud trademark in 1996, three years after Proctor & Gamble (P&G) discontinued the brand. Last year, the sales of White Cloud-branded products exceeded $600 million.

Introduced by P&G in 1958, White Cloud became the second best-selling toilet tissue after Charmin®. White Cloud Marketing re-launched the White Cloud brand in 1999. The following year, Wal-Mart® launched the brand in its stores, and White Cloud quickly became a top-selling captive distribution brand for the retail giant. That same year, the company's White Cloud toilet tissue was rated a "best buy" by Consumer Reports magazine. The rating was reaffirmed in the magazine's May 2009 issue.

White Cloud Marketing is selling the White Cloud trademark for all categories except the existing line of paper products, which was sold previously. Currently, the White Cloud brand of paper products includes toilet tissue, facial tissue, diapers, training pants and baby wipes.

"This brand has incredible potential," said Tony Gelbert, chairman of White Cloud Marketing. "I'm sure that soon after the brand is purchased, consumers will see a significant increase in new White Cloud products on retail shelves. It's a natural for the laundry sector, as well as the personal care market. I'm certain this brand will exceed the buyer's expectations."

The investment banking group of Carl Marks will market the brand to prospective buyers. "We're very excited to go to market with such a vibrant and well-known brand," said Peter Schaeffer, a partner at Carl Marks. "We're confident that potential purchasers will see opportunities not only in the U.S. but overseas, as well."

"We're confident that potential purchasers will see opportunities not only in the U.S. but overseas, as well."

— Peter Schaeffer, Partner
Carl Marks Advisory Group LLC

Carl Marks Advisory Group LLC, with offices in New York and Charlotte, N.C., provides a wide array of investment banking and financial and operational advisory services to the middle market, including mergers and acquisitions advice, sourcing of capital, financial restructuring plans, strategic business assessments, improvement plans and interim management.

Carl Marks Securities LLC, based in New York, assists its clients in executing private placements of debt and equity. The firm is a member of FINRA and SIPC.

Carl Marks—Creating Value®