ADA Cosmetics International Acquires Pacific Direct
ADA Cosmetics International (ADA) signed a contract with Primary Capital Partners LLP on September 3, 2015 for the acquisition of the British company Pacific Direct. There is an agreement of non-disclosure regarding the acquisition price and other details of the transaction. The acquisition takes retroactive effect on March 31, 2015.
Pacific Direct, founded in 1991 in Bedford, England, produces premium cosmetics products and accessories for luxury hotels, cruise liners and airlines. Currently, the company generates approximately a third of its revenue in Asia and the Near East as well as another third in Great Britain and approx. 20 per cent in the USA.
“Pacific Direct and ADA are a perfect match,” states ADA CEO, Wilhelm Könning. He expects that the acquisition of the successful manufacturer promises good growth opportunities – especially in the markets mentioned above. The combination of the two companies will increase the value ADA delivers to customers. “Pacific Direct’s luxury brands will be a perfect enhancement to ADA’s established product portfolio. At the same time, we will provide access to new customers and contacts. International hotel chains, in particular, will benefit from the pooling of our market know-how as well as from optimizations in service and sales,” Könning adds. The annual revenue of ADA’s global business is expected to increase to approximately € 100 million as a result of the acquisition.
George Allan, CEO of Pacific Direct, added: “Pacific Direct has built a strong position in the premium hotel cosmetic products market. We are delighted to have found an established partner in ADA Cosmetics that will help further the development of Pacific Direct with its industry expertise and innovation capability.”
The acquisition of Pacific Direct is already the second company purchase by ADA this year. As recently as April the established German company acquired the Scandinavian market leader Scanamenities, located in Denmark. The German manufacturer from the state of Baden is well on its way from being Europe’s leading hotel cosmetics provider to now becoming one of the world’s leading providers.
