Leeds-based Carfume acquired by FRSH Scents in multi-million-pound deal
Leeds-based Carfume, the UK luxury car fragrance brand, has been acquired in a multi-million-pound deal by FRSH Scents Ltd, the air freshener brand which is part of the international consumer goods group Simply Brands.
A spokesman said the deal positions Carfume for rapid international expansion through the established offices and distribution infrastructure of FRSH Scents and Simply Brands, which cover the UK, US, Europe and Asia.
Sean Mallon, Owner of Carfume, said: "This is an exciting new chapter for Carfume. We've built a brand that customers genuinely love, and joining forces with FRSH Scents, a brand that shares our energy and is disrupting the category in its own right, feels like a perfect fit. Two leading air freshener brands, both growing fast, are now pulling in the same direction.”
"With FRSH Scents and the wider Simply Brands group behind us, we have the platform, infrastructure and international reach to take Carfume to the next level globally.”
Ollie Page of FRSH Scents and Simply Brands, said: "Carfume and FRSH Scents sit together well. This is exactly the type of acquisition we look for, not a bolt-on, but a genuine strategic fit. We see enormous global potential for the brand and look forward to supporting its expansion."