UK-based private-label beauty company Swallowfield is expanding its branded portfolio, acquiring London-based men’s grooming brand Fish for £2.7 million.

WHO: Fish is a well-established men’s grooming brand born out of original Fish salon in D’Arblay Street. Heritage underpins the 15-year-old product range of high-performance men’s hair-styling products. Distribution for the brand is currently in Boots, Superdrug, Tesco, and Waitrose.

Swallowfield is a private-label manufacturer with a portfolio of owned brands that were acquired in a 2016 Brand Architekts’ transaction. The portfolio consists of mid-premium beauty, body, and haircare brands sold at major UK and international high street retailers.

IN THEIR OWN WORDS: Chris How, Swallowfield’s Chief Executive Officer, commented to Business Leader, “Following the acquisitions of Real Shaving Company in 2015 and The Brand Architekts in 2016 we have been delighted to have seen strong growth momentum in our owned brand portfolio. This segment of our business showed sales growth of 25% in the first half of our current financial year and in that same period contributed 31% of Group sales. The addition of Fish to this vibrant portfolio will add further strength and growth potential.”

DETAILS:

• The acquisition involves an upfront cash consideration of £2.7 million, with a further 12-month performance-based earn out figure of £300,000.
• For the year ending 31 December 2017, the Fish brand generated net sales of £1.7 million and achieved £400,000 EBITDA.
• Fish will join the other male-focused brands MR, The Real Shaving Company, and Tru in Swallowfield’s portfolio.
• The brand will be managed by the team at Brand Architekts.
• Swallowfield’s subsidiary to accelerate the growth of the brand in the UK through the addition of new products and broadening distribution.
• Founder of Fish, Paul Burfoot, will work with Swallowfield as a consultant.
• Burfoot will continue to own and operate the iconic Fish salon in London’s Soho.