First Brands launches sale process

First Brands Group says it is going up for sale, starting a formal process to market and sell the business, in whole or in parts, with the goal of moving to new ownership early this year.

The company said the sale process is meant to maximize stakeholder value and speed its transition to a new owner. It is in talks with an ad hoc group of lenders on additional debtor-in-possession financing and a stalking horse bid for certain business segments. First Brands said the expected funding, once agreed and approved by the court, would help it maintain supply and service for customers across core brands and product lines during the sale.

“Launching the marketing process represents a decisive step toward positioning our brands for long-term stability under new ownership,” said Charles Moore, Interim Chief Executive Officer of First Brands Group. “Over the past several months, we have gained clarity on the significant value across the First Brands portfolio and the strong growth potential of our core business lines in the aftermarket industry.

“With the continued support of our lenders and meaningful inbound interest, this process will enable us to efficiently explore a range of strategic outcomes while prioritizing our customers, vendors, and employees.”

First Brands highlighted that it has a portfolio built around automotive products and parts, including brakes, filters, plugs, wipers, pumps, lighting, towing and accessories. The lineup includes well-known brands such as FRAM, Raybestos, Trico and Autolite, with long-standing customer relationships across retail and commercial channels.

Whether those brands stay under one roof, some are sold together or entirely separate remains to be seen.

The company further noted its global manufacturing and distribution footprint and said new financial and operational practices have been put in place during its Chapter 11 proceedings. It pointed to strong brand recognition in the $410 billion North American automotive aftermarket and said there are meaningful opportunities tied to long‑term demand and industry tailwinds.

First Brands plans to seek court authorization to run a sale and marketing process for all its assets under Section 363 of the U.S. Bankruptcy Code. The aim, it said, is to achieve the highest or otherwise best bid and to complete the process in the first quarter of 2026, subject to court approval.

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