Vera Bradley Divests Pura Vida Bracelets Brand-March 2024-www.financetom.com

Vera Bradley Divests Pura Vida Bracelets Brand

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Vera Bradley Divests Pura Vida Bracelets Brand

Jun 24, 2025 5:17 AM

07:53 AM EDT, 06/24/2025 (MT Newswires) -- Vera Bradley's ( VRA ) consumer wearables brand Pura Vida Bracelets has been acquired by CriticalPoint, the financial firm said Tuesday.

Additionally, Ryan Heuser, co-founder and former president of Paul Frank Industries, has joined Pura Vida as the company's new chief executive officer, effective immediately, CriticalPoint said.

Financial terms of the transaction were not disclosed.

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