“The synergies and corporate support,” [available from Cosmopolitan Cosmetics, the cosmetics and fragrance holding company of Wella Personal Care of North America] “will make tremendous growth possible for the Yardley brand.”

So says Wella ceo Philippe Hostalery of Wednesday’s acquisition of Yardley of London (US). The deal, price unstated, gives Wella ownership of Yardley’s brand rights in the US, Puerto Rico, Mexico and Canada – already owned elsewhere in the world by Cosmopolitan.

Added Hostalery: “Acquiring the Yardley brand rights for the USA will enable Wella to globally consolidate its position in the luxury toiletries segment and provides a platform for expansion into fragrances and cosmetics.”

An ad campaign is planned for the near future and details of this along with brand positioning and distribution are expected be announced shortly.

News source: BrandWeek.com