With a new logo and an invigorated staff, Ranir CEO and President Christine Henisee sees a bright future continuing for the private label oral care company based out of Michigan.

“It has been (exciting) the whole nine years since we started this growth strategy,” Henisee said from Ranir’s booth, shortly before hosting a meeting with CVS. “The company is going to continue to be that way. You can’t stop growing or you die. I learned that a long time ago.”

The company has rebranded itself, refreshing its logo, which now focuses on four of its strengths – very good service, quality products, innovation, and value, Henisee said.

The acquisition of Synpart in 2010 has allowed Ranir to have a European-based private label supplier, as well as providing manufacturing facilities in China and India that allow Ranir to be a truly global manufacturer.

“We see ourselves as global manufacturers, and retailers see us as experts in the oral care area,” she said. “We’ve taken a step to being global manufacturers, but we’re keeping ourselves in the U.S. It’s important together ideas from all around the world, source from new areas.”

And there could be category expansion in Ranir’s future. The company has moved into cold sore products, and “we want to look at other categories … while not losing our focus on oral care,” Henisee said.