Childs Farm, the UK's leading baby and child personal care brand, will join the PZ Cussons family.
WHO: Founded in 2011, Childs Farm is the UK's favorite baby and child personal care brand based in Basingstoke, Hampshire. Founded by mom of two, Joanna Jensen, as a solution to her own daughters' sensitive and eczema-prone skin, the brand launched in the UK nationwide in 2014, bringing natural, sustainable, sensitive skincare and haircare to babies and children. The brand uses efficacious ingredients, fruity fragrance, and fun and eccentric labels based on the founder's eponymous farm, Childs Farm, and featuring Joanna's children and friends, and their animals.
Founded in 1884, PZ Cussons is headquartered in Manchester, UK, employing over 3,000 people across operations in Europe, North America, Asia-Pacific, and Africa. Across core categories of Hygiene, Baby, and Beauty, their brands include Carex, Imperial Leather, Original Source, Cussons Baby, Sanctuary Spa, St.Tropez, Morning Fresh, and Premier.
WHY: Childs Farm is highly complementary to PZ Cussons’ strategic focus behind the core categories of Baby and Hygiene. They will leverage their brand-building capabilities to improve the Child Farms’ UK leadership position, while capturing its significant international potential.
IN THEIR OWN WORDS: Jonathan Myers, Chief Executive Officer of PZ Cussons, said, "The foundations of our new strategy 'Building Brands for life, Today and for future generations' are firmly in place and are delivering results. As we transition from turnaround to transformation, we are delighted to take this important step to accelerate growth in our core categories and priority markets. Over the past decade, Joanna and her talented team have built a category-leading brand, loved by millions of parents seeking the very highest quality products for their children.
“Childs Farm is a clear leader in sustainability, demonstrating that we share a strong ethos, as PZ Cussons journeys towards our own B Corp ambition. We look forward to welcoming Childs Farm to the PZ Cussons family as a Must Win Brand, and to driving the next stage of its growth both in the UK, and beyond."
Joanna Jensen, founder of Childs Farm, said, "I am incredibly proud of the brand that Childs Farm has become, and what the team at The Barn have achieved to bring natural, sustainable sensitive skincare to the little ones of Britain and beyond. It is clear to me that in PZ Cussons, with our shared vision for the brand and cultural fit, we have found a fantastic partner, and the team and I look forward to working with them to take the business to the next level."
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