Off the back of the PZ Cussons business, Seven is well established in the UK, Africa, Asia and Australia, but right now the company believes that future growth will continue to be concentrated outside the domestic market, with a core emphasis on creative fragrances.
“We believe our skill and offering are applicable to a wider market,” said Neil Weaver, managing director, Seven, in an exclusive interview with CosmeticsDesign-Europe.com.
“We aim to grow our footprint in our current markets where we have a proven track record and local understanding. New markets such as Europe and America are also important target market where we wee potential for our added value fragrance solutions.”
Emerging markets show interesting dynamics
Weaver also stated that that the demand for its products in the emerging markets it is now present in has illustrated some interesting dynamics.
“As a category develops in emerging markets, for example, we tend to see growing consumer awareness and this drives demand for increasingly complex fragrances,” he said. “Similarly, advances in technology, such as fragrance encapsulation, can lead to increased demand for products in certain categories.”
The new company was launched in May 2010, and this was followed by significant investment in a compounding facility and the restructuring of internal resources to form a solid stand-alone business.
Expanding the business beyond internal customers
“Before the transition to Seven, the fragrance business was designed to service just our internal customers within the PZ Cussons Group,” said Weaver.
“To enable us to expand beyond this we’ve had to invest in key operational areas to ensure we have the capability and skills to meet this new challenge. In addition to our new, compounding facility, we’ve also made selected appointments to key roles to ensure we have the right team.”
The investment in the facility means that the company has sufficient production capacity for the short to medium term, but that future expansion into international markets could see the additional of further sites, according to customer requirements.