Natural Chemistry is now NC Brands.
The new corporate name will serve as an umbrella over the company’s recent acquisitions.
Additionally, on May 24, the company closed its purchase of SeaKlear from HaloSource for $7.5 million.
This was the second brand that the Norwalk, Conn.-based firm has added to its portfolio in the past year, broadening its offerings beyond pool and spa enzyme products. In April 2015, it acquired Red Leopard, a manufacturer of automatic pool cleaners.
The name change positions the company to expand into other product categories, officials said. The rebranding “removes category limitations and allows us exciting opportunities for growth in the future,” Kate Thielscher, president of NC Brands, said in a statement.
NC Brands applies to the parent company of Natural Chemistry, Sea-Klear and Red Leopard, which will still be sold under their own brand identities. The integration of SeaKlear into NC Brands’ family is under way.