Pura Vida Acquired by CriticalPoint, Ryan Heuser Appointed CEO.

Pura Vida, a consumer wearables brand, has been acquired by CriticalPoint from Vera Bradley. Ryan Heuser, co-founder and former president of Paul Frank Industries, has joined as CEO. Pura Vida was founded in 2010 and is known for its hand-crafted bracelets and jewelry made by artisans in Costa Rica. The company has a loyal following on social media and has been named to the Inc. 5000 list of fastest-growing private companies.

In a strategic move, affiliates of CriticalPoint have acquired Pura Vida Bracelets from Vera Bradley (NASDAQ: VRA). The acquisition, announced on June 24, 2025, marks a significant shift for both companies. Under CriticalPoint's ownership, Ryan Heuser, co-founder and former president of Paul Frank Industries, has been appointed as Pura Vida's new CEO.

Founded in 2010, Pura Vida is a digitally native jewelry and lifestyle accessories brand known for its hand-crafted bracelets and jewelry made by artisans in Costa Rica. The brand has built a strong following among younger female consumers and has contributed to over 300 nonprofits. Previously acquired by Vera Bradley in 2019, Pura Vida will now leverage CriticalPoint's operational expertise and Heuser's extensive fashion industry experience to accelerate growth.

The appointment of Ryan Heuser as CEO is particularly noteworthy. His background with Paul Frank Industries demonstrates proven success scaling a lifestyle brand with similar demographic appeal from startup to international distribution. Heuser's experience building Paul Frank from a garage operation to distribution in 60+ countries through both premium channels (Nordstrom) and mass-market retailers (Target) directly aligns with Pura Vida's growth potential.

For Vera Bradley investors, the impact of the divestiture remains uncertain without disclosed financial terms. The divestiture could be positive if Pura Vida was underperforming or failing to integrate effectively with VRA's core operations. Alternatively, it could signal challenges in VRA's growth strategy if they're selling a previously acquired growth asset.

CriticalPoint's strategic rationale appears sound - they are acquiring a brand with established consumer loyalty, particularly among younger female demographics, and installing leadership with proven success in similar market segments. The emphasis on Pura Vida's purpose-driven mission (donations to 300+ nonprofits) aligns with growing consumer preference for socially conscious brands.

References:
[1] https://www.stocktitan.net/news/VRA/affiliates-of-critical-point-acquire-pura-vida-bracelets-from-vera-h5nseo2rnwll.html
[2] https://www.prnewswire.com/news-releases/affiliates-of-criticalpoint-acquire-pura-vida-bracelets-from-vera-bradley-inc-302489031.html