Swallowfield buys Fish brand to add to male grooming portfolio

Private label beauty company Swallowfield is expanding its branded offer further with news that it has bought London-based male grooming brand Fish for £2.7 million.


Fish, which started life as a salon brand in Soho 15 years ago, sells its products through some of the UK’s largest beauty retailers including Boots, Superdrug, Tesco and Waitrose. It saw net sales of £1.7 million last year with Ebitda of £0.4m.

It joins other male-focused brands MR, The Real Shaving Company and Tru in Swallowfield’s portfolio. The company also said Tuesday that those brands are growing.

Company CEO Chris How said: "Following the acquisitions of Real Shaving Company in 2015 and The Brand Architekts in 2016 we have been delighted to have seen strong growth momentum in our owned brand portfolio. This segment of our business showed sales growth of 25% in the first half of our current financial year and in that same period contributed 31% of Group sales. The addition of Fish to this vibrant portfolio will add further strength and growth potential."

Swallowfield also reported its interim results and said revenues in the 28 weeks to January 6 edged up to £40 million from £39.7 million with underlying operating profits up to £3.4 million from £3.07 million.

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