Tiber River brand, formula in new hands

Hey there, time traveller!
This article was published 19/11/2024 (344 days ago), so information in it may no longer be current.

Three Morden entrepreneurs have set sail on a mission to restart Tiber River, a wellness product brand mired in controversy that ceased operations earlier this year.

Post-shuttering, Candace Grenier heard from customers in her shops who missed their favourite Tiber River products.

Grenier has owned Pure Anada, a skin care and beauty company, for two decades. She also runs Portia-Ella, a shop stocking more than 50 Canadian women-led “clean” beauty brands.

“I considered Portia-Ella to be a good brand through which to sell Tiber River,” Grenier said.

Portia-Ella sells online and recently opened a Winnipeg storefront on Lilac Street. Pure Anada, meanwhile, has boutiques dotted through Morden, Winkler and Alberta.

Winnipeg-based Tiber River closed abruptly in April. In 2023, it cut its ambassador program, where contractors sold products for a 30 per cent commission. Ownership at the time offered ambassadors customer loyalty points in lieu of final earned commissions.

The company has been subject to lawsuits and allegations of a hostile workplace.

But the products are undeniably popular, Grenier noted — she heard about the foaming hand soap, among other items, through her patrons.

After “some investigating,” she found the secured creditor handling Tiber River’s affairs, she said. Pure Anada acquired the formulas and the brand.

The former company’s financial affairs, including its lawsuits, continue to be managed by the creditor, Grenier said.

She’s tapped two Morden women from her past business dealings. Lori Fransen runs an organic cosmetic manufacturing company; Kayla Giesbrecht owns a cinematography business.

Both have signed on to restart Tiber River with the hope of boosting its reputation.

“We considered changing the name … but at the same time, there’s so many people that just love the products. I really wanted that product identity,” Grenier said. “It was a tough decision.”

She’s not afraid of fielding customers’ questions because this venture is separate from the past, she stated.

Fransen and her husband Brian have been producing Tiber River soaps and shower shakes in Proliferate Beauty, their 10,000-square-foot manufacturing operation.

The company creates private label cosmetics for brands globally. It had most of the raw materials needed for Tiber River; its suppliers could easily provide anything else required, Brian Fransen said.

“It’s a great opportunity,” he stated.

“We’re keeping it in Manitoba,” Lori added. “We’re excited to be a part of that … People loved Tiber.”

Grenier plans to sell Tiber River products through Portia-Ella starting Nov. 26. Tiber River products will be shipped from the store at 169 Lilac St.

Tiber River likely won’t have its own storefront again, Grenier said. She has upwards of 20 staff and expects to hire more as Tiber River brand purchases roll in.

The wares won’t be peddled by ambassadors, as in previous years. Old gift cards won’t be accepted.

“I have no idea how many thousands of dollars are owed to people in gift cards,” Grenier said, adding she has “great sympathy” for everyone involved but can’t saddle that debt.

Giesbrecht accepted the invite to create Tiber River content knowing there was a “unique challenge” ahead to rebuild trust.

“Our overall approach is to just be transparent about the new ownership and how things are being run,” the Rhyme & Rhythm Cinematography founder said.

Divya Ramachandran, a University of Manitoba marketing professor, described keeping the brand name as “a bit of a risk.”

However, customers seemingly love the products and the previous concerns are “fixable,” she added.

“It’s going to be a big, big effort that these three new owners are going to have to put in to change the memory of what Tiber River … used to be,” Ramachandran said, adding the women have a “strong start” by being open about the leadership change.

The entrepreneurs highlighted their experience in an emailed update to Tiber River clients. Customers need proof that “things are better this time around,” Ramachandran said.

“It seems like these new owners are coming from a place of prior experience,” she continued. “They seem to have the resources to actually make this business more sustainable.”

Capitalizing on Tiber River’s fanbase and formulas are good reasons to stick with the brand, though using the name may be harmful, explained Kiran Pedada, a University of Manitoba marketing professor. He echoed Ramachandran, saying communication is key.

Former customers the Free Press corresponded with expressed surprise at the relaunch.

Neither of Tiber River’s previous owners, Michelle Lalonde and Adriana DeLuca, responded to questions by print deadline. They’d previously cited the COVID-19 pandemic, higher interest rates, inflation and supply chain issues as contributors to the struggling business.

gabrielle.piche@winnipegfreepress.com