Partner Article

Wipro expand portfolio with toiletries business

Berkshire-based perfume and personal care products company Yardley, has been bought by international firm Wipro Limited.

Wipro signed an agreement with Lornamead Group to acquire the Yardley business in the UK and rest of Europe.

The FMCG arm of Wipro Limited, Wipro Consumer Care, had already bought the Yardley portfolio for Asia, the Middle East, North Africa and Australasia in December 2009.

Yardley is one of the world’s oldest surviving brands in personal care, having established in 1770.

Nagender Arya, regional director of Wipro Consumer Care and Lighting, said: “The Yardley brand has performed very well with us since we acquired it.

“It was only logical to own both the brands in its home market in the UK, which in FY 12 generated a Revenue of $6.2m.

“We will be better able to leverage the brand’s core values and offer new products to consumers across our markets. We are confident that we will be able to develop the Yardley brand further to enhance this popular brand in personal care especially by using our strong R&D and international presence. Yardley in the UK will continue to see sustained brand building initiatives.”

Quentin Higham, managing director of Yardley of London Ltd, said: “We are very excited by this transaction and the opportunity that it represents for Yardley in Europe and Woods of Windsor globally.

“Since the brands were re-launched in 2010 the business has seen a considerable increase in consumption and awareness.

“Our business growth demonstrates that Yardley London’s quality products and affordable pricing, coupled with its retro imagery and iconic status is proving to be popular with a new generation of Yardley consumers.”

This was posted in Bdaily's Members' News section by Tom Keighley .