Major EMEA acquisitions in 2016 you need to know about
Henkel and P&G
In an effort to target the hair care market in Russia, Saudi Arabia and Turkey, Henkel acquired a portfolio of brands from Procter & Gamble back in March.
The transaction included major brands such as Pert, Shamtu, and Blendax, all holding leading positions in the shampoo segment in these emerging markets; with sales in 2015 for the brands amounting to almost $100 million.
The agreement builds on a deal that Henkel and P&G made in May 2014, when the former acquired the Pert brand in Latin America, and the German firm says that the latest transaction will help to further consolidate the Pert brand into its portfolio.
Another acquisition involving P&G around that same time featured a takeover of its’ Ondal Sarl production site in Sarreguemines in France by The Mibelle Group.
At the time, the Switzerland based company stated that all P&G employees would stay on at the site and the plant’s modern technologies were a major deciding factor in the deal as they would enable The Mibelle Group to extend its’ existing cosmetics product range.
Estée Lauder fragrance focus
Elsewhere, Estée Lauder announced it had acquired Paris-based fragrance firm, ‘By Kilian’ in a move that aimed to strengthen its’ portfolio of prestige fragrances.
Like many of the big industry players, EL has made a habit out of acquiring brands in a bid to strengthen its offering, and the By Kilian buy fits in with its strategy of acquiring innovative luxury brands to attract customers, enabling it to capture a larger market share.
The French perfume brand was founded in 2007 by Kilian Hennessy, and has built up a global following over the years and is now sold in more than 40 countries worldwide.
L'Oréal big in prestige fragrance
L’Oréal also expanded in the prestige fragrances arena this year, signing an agreement to acquire prestige fragrance player Aletier Cologne, a niche player only found in selective retail outlets.
The acquisition added to a prestige portfolio that already included some of the biggest names in the category, including Yves Saint Laurent, Lancôme and Ralph Lauren.
