Home > Home > UK: Brand Cloud remains on takeover trail

13/3/12 menmedia.co.uk

A personal care products firm, founded by a former director at Scholl footwear and Durex condoms giant SSL International, remains on the takeover trail after after acquiring two beauty brands for £500,000.

Peter Whitehurst, a former director of innovation and technology at SSL, launched Brand Cloud last year with Colin Wright.

Their team includes branding experts, three of whom had also worked at  SSL before it was sold to Vanish-to-Cillit Bang maker Reckitt Benckiser for £2.5bn.

Brand Cloud is backed by a number of north west investors keen to fund niche products and technologies. Last June, Brand Cloud bought Saaf Skincare, an ethical and halal-certified skincare range, which was created by Leeds-based Dr Mah Hussain-Gambles in 2004.

In November, Brand Cloud bought Ultra Shaving from a Lancashire entrepreneur. The product allows for waterless shaving.

Mr Whitehurst said both brands have been given an upgrade and will be pushed into new and overseas markets. He said: “What attracted us to Saaf Skincare and Ultra Shaving was that they were under-exploited brands with clever market positioning. “Both are not only eco-certified but they are also halal-certified, and the halal market is one of the fastest-growing around the world. “The Saaf Skincare range has had a lot of interest from US, Canada, South Africa and south east Asia, and now is a good time to introduce the Saaf Skincare range into new and previously untapped markets.

“The brand has a huge potential and we are now using our collective expertise to fully exploit consumer interest in Saaf as a premium, niche skincare range.” The company is also in talks with the US military, as well as the Ministry of Defence, regarding Ultra Shaving. Mr Whitehurst, of Saddleworth, said: “Ultra Shaving has a unique technology that allows waterless shaving and is ideal for ration packs for soldiers. “Again, it’s made with organic ingredients and is halal-certified, so the market for it is huge.”

Mr Whitehurst, who is also the chief executive of Warrington-based business Arcis Biotechnology, confirmed Brand Cloud is eyeing further acquisitions, adding: “We are ideally looking for brands that are unexploited but have the potential to grow. We have a team of experts in marketing, distributions, sales as well as finance and intellectual property to take a product to the next level.”

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