On June 24, 2025, affiliates of CriticalPoint announced the acquisition of Pura Vida Bracelets from Vera Bradley, Inc. The sale of 100% of Creative Genius, Inc., which operates as Pura Vida Bracelets, was consummated on March 31, 2025.
Following the acquisition, Ryan Heuser, co-founder and former president of Paul Frank Industries, joined Pura Vida as its new chief executive officer. The terms of the deal were not disclosed.
This divestiture allows Vera Bradley to sharpen its focus and concentrate resources squarely on strengthening its core Vera Bradley brand, as part of its 'Project Restoration' strategic initiative.
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