King of Shaves announces acquisition of Floraroma Ltd

Published: 21-Apr-2008

KMI, the privately-owned company behind King of Shaves, has acquired Floraroma Ltd, specialists in female skin and body care products.


KMI, the privately-owned company behind King of Shaves, has acquired Floraroma Ltd, specialists in female skin and body care products.

The deal, which the company says marks its strategic move into the female brands arena, will give added distribution to the KMI-owned brands and will add over £6m to the company’s turnover in the coming financial year.

Floraroma Ltd, based in Teddington, Middlesex was founded by Joanne Sinclair and encompasses brands such as Dead Sea Source, Little Me and Phil Smith Haircare. KMI was founded in 1993 by King of Shaves ceo Will King and Hiten Dayal.

Commenting on the deal, King said: “This acquisition brings together a number of exciting brands and increases our penetration into the major retailers across the UK. Additionally it provides us with real expertise in the female marketplace offering other opportunities for us ahead.”

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