Emami acquires personal care brand Creme 21

The international acquisition is in line with the company’s strategy for growth through inorganic route

e4m by exchange4media Staff
Updated: Jan 25, 2019 4:35 PM
emami

Emami Limited, one of the leading Personal and Healthcare FMCG companies in India, has announced the acquisition of leading Personal Care Brand  brand Creme 21 of Germany 
Crème 21 has major business in the Middle-East and other markets. The brand has been acquired at less than 1.5 times of its sales.  

This international acquisition is in line with the company’s strategy for growth through inorganic route. Creme 21 offers skin care and body care products such as creams and lotions and shower gels. 

Harsha V Agarwal, Director, Emami Limited said, “The acquisition of Creme 21 has a strong business fit as it operates in Emami’s focus markets and chosen categories. We plan to leverage our existing network of distribution and infrastructure to grow the brand. Creme 21 is an iconic German brand that has a high brand recall. The brand has good potential for growth and we expect it to add value to our growth trajectory. With this acquisition, the company would be able to enjoy economies of scale due to additional business base.”
 
Commenting on the deal,  Antje Willems Stickel, promoter of Creme 21 said, “We are excited about this deal and with Emami’s strength in the Middle East and other global markets, we are confident that Emami would add a lot of value to Creme 21 and take it to the next level.”

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