Implus has announced the acquisition of the shoe care, insole, and shoe lace assets of the Pennsylvania-based Penguin Brands, one of Implus' major competitors in the shoe care category. Implus' family of brands also includes Sof Sole, Yaktrax, Apara, Airplus, Sneaker Balls, Sof Comfort, Little Hotties, Perfect Fitness and ICETrekkers. For Implus, a company based in Durham, North Carolina, with a European subsidiary, the purchase of select assets from Penguin was driven by its commitment to the growth of the shoe care category. Jon Reichlin, founder of Penguin Brands and current chairman of the board, will remain involved as an investor and consultant for Implus. As a result of the deal, whose terms remained undisclosed, Nathan, the running accessories specialist and a subsidiary of Penguin Brands, which was not included in the sale, will become a standalone company. The current chief executive of Penguin Brands, Bridgit Lombard, will remain with Nathan as chief executive of the independent brand.