Brand Architekts Merges with InnovaDerma
We are pleased to announce that Brand Architekts has completed its merger with InnovaDerma. The merger results in a group with greater scale, strong financial foundations and the capabilities to accelerate our growth strategy.
The addition of InnovaDerma's brands to Brand Architekts portfolio has created a combined group of greater scale, whilst retaining our strong balance sheet. This will enable the group to leverage growth opportunities including further complementary M&A, investment in digital marketing, brand and product development.
Brand Architekts brands and products are sold in 34 countries with listings in various key international retailers. InnovaDerma's products and brands are focused on UK sales and there is an opportunity to leverage Brand Architekts relationships internationally, particularly with the hero brand Skinny Tan.
The merger accelerates the delivery of Brand Architekts ambitious growth plan whilst supporting InnovaDerma's strategy of increasing organic growth. InnovaDerma has a strong focus on digital customer acquisition and DTC sales through its online store, utilising a variety of digital marketing strategies to market the Skinny Tan brand across the UK and further afield. When implemented across the combined group’s brands these strategies are expected to help drive customer engagement and accelerate D2C sales across Brand Architekts portfolio of brands.
As a result of the merged businesses, Brand Architekts will now be able to offer a wider range of products to its combined commercial customer base. It will have a broad portfolio of 18 brands that appeals to different socio-economic demographics, whilst providing wellness and problem-solving solutions. Its female/unisex beauty portfolio consists of Super Facialist, Skinny Tan, Dirty Works, The Solution, Argan+, SenSpa, Dr Salts, Roots, Kind Natured, Nu Thing, Beautopia, Happy Naturals and Root Perfect.
In the Men’s grooming category, the portfolio includes Super Facialist for Men, MR, Fish, Charles + Lee and the Real Shaving Co.
The combined group will have a broader product offering, a larger combined customer base and an omni-channel sales approach and opportunities exist to cross-sell opportunities amongst this portfolio. The group will continue to focus on implementing its four strategic pillars, which will ultimately enable the Group to reach its Project 50 goal.
