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Nirvana Brands Acquires Lovely Distribution Company

Published May 22, 2023
Published May 22, 2023

Nirvana Brands strengthens its celebrity fragrance portfolio by acquiring Lovely Distribution Company and Sarah Jessica Parker's fragrance range.

WHO: The Lovely Distribution Company was formed to become a vehicle to grow the Sarah Jessica Parker fragrance collection. She released her first fragrance, Lovely, over two decades ago, and it is still a top-selling global brand.

Established in 2002 by Dilesh Mehta, UK-based Nirvana Brands has grown to an extensive portfolio of fragrances in the categories of "celebrity," "classics," "prestige" and "lifestyle." Brands like Ghost, Porsche Design, and Ariana Grande fragrances anchor the portfolio.

WHY: This new acquisition will strengthen Nirvana Brands' portfolio and positioning as a leading owner and distributor of luxury fragrances. 

IN THEIR OWN WORDS: "We are thrilled to welcome Lovely Distribution Company into the Nirvana Brands family," said Dilesh Mehta, CEO of Nirvana Brands. "Their expertise in developing and distributing leading fragrance brands aligns perfectly with our mission to provide quality luxury beauty products to our customers."

Andre Frenkel, former CEO and co-owner of Lovely Distribution Company, commented, "This is an exciting time for our company and for the fragrance category." By joining forces with Nirvana Brands, we will be able to provide even more value to our customers and bring new and innovative products to the market.


  • Nirvana Brands has acquired Lovely Distribution Company and Sarah Jessica Parker's fragrance range.
  • Nirvana Brands plans to continue seeking opportunities to grow and enhance its portfolio.

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