OSHKOSH, WI, USA, February 18, 2026 — Silver Star Brands, Inc, a multi-brand, direct-to-consumer catalog and internet retail company, announced that it has acquired two established brands from Winston Brands, a Chicago based company: Collections Etc.® and Better Senior Living®. The acquisition closed on October 10, 2025, with the brands fully transitioned to Oshkosh, WI on January 16, 2026. This strategic acquisition follows the company’s earlier purchase of the assets of Paula Young® in June 2025, marking significant growth for the Oshkosh, Wisconsin-based retailer.
Collections Etc. and Better Senior Living Acquisition
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 Acquisition
In June 2025, Silver Star Brands acquired and then completed the integration and relaunch of the Paula Young® brand in August 2025. 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.”
Expanded Brand Portfolio
With these acquisitions, Silver Star Brands now operates the following brands:
- Collections Etc.® (new)
- Better Senior Living® (new)
- Paula Young® (new)
- Miles Kimball®
- Walter Drake®
- Easy Comforts®
- Native Remedies®
- PetAlive®
- Fox Valley Traders®
- Gaggleville®
- Dream Products®
- Starcrest®
About Silver Star Brands, Inc.
Silver Star Brands, Inc., originally founded in 1934 as the Miles Kimball Company, is a national multi-channel direct marketer. With an expanding portfolio of specialty brands, the company distributes more than 50 million catalogs and mailers annually and operates dedicated websites for each of its brands. Silver Star Brands employs over 300 people at its corporate headquarters in Oshkosh, Wisconsin with plans to expand employee count.
Media Contact
Beau Ashton
VP, Administration and Financial Controls
(920) 232-6401
