At Ranir, Rich Sorota Is Keeping America’s Gums—and His Company’s Business—healthy.

June 20, 2017
Healthcare Services

Oral hygiene may not be the sexiest subject in the world, but being adept at providing it to the masses can be very good business. Privately held Ranir Global Holdings, based in Grand Rapids, Michigan, is the global leader in private label oral healthcare products. In 2015, Diversified Search was retained by the board to secure a new CEO to replace the retiring CEO, who moved to Vice Chair of the Board.


In just two years, our placement, Rich Sorota, who had previously been a partner in a private equity firm and, prior to that, a GM in a number of consumer healthcare companies, developed new products, instituted successful growth strategies, engineered two successful acquisitions, and put into place a more performance-driven compensation plan. He also spearheaded the company’s 2016 purchase of its 200,000-square-foot facility, which it had been renting for two decades. Ranir employs 750 people globally, 500 of them in Michigan. 2016 was the best in the history of the company, with more incremental profit than the prior three years, and market share growing to a staggering 75 percent. The company’s two key acquisitions, Rembrandt brand and Placker’s brand, have been winners.


Sorota has led an array of consumer-products businesses, including Old Spice, Philips Sonicare, and Scotts Miracle-Gro, among others. But it is with Ranir that he is making a mark in a remarkably brief span of time. “I get asked for a lot of career advice, and I think it’s simple,” he said recently. “Find something you are deeply passionate about, and try to be the best you can.”

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