Fragrance impression company ScentAir acquires UK rival Brandaroma

From stores to casinos and hotels, ScentAir hopes to extend its position in the ambient scent marketing industry

US scent marketing company ScentAir, which creates personalised scent strategies for retailers, casinos and hotels, has acquired UK-based rival Brandaroma.

Similar to ScentAir, Brandaroma helps companies such as retailers build stronger emotional associations among consumers in-store through multi-sensory marketing.

Using fragrance to create a certain impression or ambience is said to increase footfall, dwell time and boost revenues.

As well as the UK and US, Brandaroma has a strong presence in Asia Pacific, with a presence in Hong Kong, Macau, China and Australia.

ScentAir President and CEO Andrew Kindfuller said: “The Brandaroma acquisition will further extend our position as the global market leader in this exciting industry and will make ScentAir faster, stronger and more responsive in order to better support our clients all over the world." 

Meanwhile, ScentAir's Chief Revenue Officer Brian Edwards added: “By combining Brandaroma's product offerings and years of industry expertise with the technology, reach and resources of ScentAir we will further expand our service footprint and accelerate our growth.”

The takeover is being financially supported by ScentAir equity sponsor and private equity firm Parthenon Capital Partners.

ScentAir currently operates in 109 countries spanning North and South America, Europe, the Middle East and Asia.