Silver Star Brands, Inc, a multi-brand, direct-to-consumer catalog and internet retail company based in Oshkosh, has acquired two established brands from Winston Brands, a Chicago based company: Collections Etc. and Better Senior Living.
The brands fully transitioned to Oshkosh in January. This strategic acquisition follows the company’s earlier purchase of the assets of Paula Young in June 2025.
The acquisition of Collections Etc. and Better Senior Living substantially expands Silver Star Brands’ direct-to-consumer footprint and strengthens its position in the health, wellness, home goods and lifestyle categories.
Collections Etc. is a direct-to-consumer catalog and e-commerce brand offering affordable wellness products, home and seasonal décor, functional apparel and unique gift items.
Better Senior Living specializes in products designed to enhance health and comfort as well as provide safety and independence for older adults.
“These brands are an excellent strategic fit for our portfolio and demonstrate our commitment to growth through smart acquisitions,” said Sarah Wallace, chief financial officer at Silver Star Brands. “Each brand brings a loyal customer base and product expertise that complements our existing operations while allowing us to leverage our experienced team, established infrastructure and catalog distribution capabilities.”
Paula Young is a direct-to-consumer catalog and e-commerce brand that offers a comprehensive selection of salon-quality wigs in various styles, colors, lengths, and fibers, along with hair extensions and wig accessories.
“The addition of the Paula Young Brand complements our existing direct-to-consumer, wellness portfolio and contributes to our growth trajectory,” said Gena Judkins, Vice President of Health and Wellness Brands at Silver Star Brands. “The brand aligns perfectly with our strategy to pursue attractively priced acquisitions that can leverage our existing expertise and infrastructure.”
With these acquisitions, Silver Star Brands now operates the following brands:
- Collections Etc.
- Better Senior Living
- Paula Young
- Miles Kimball
- Walter Drake
- Easy Comforts
- Native Remedies
- PetAlive
- Fox Valley Traders
- Gaggleville
- Dream Products
- Starcrest
