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PRIVACY
Retail & Consumer

Fragrance Direct acquired by joint venture led by counterpart Allbeauty

Fragrance Direct is based in Cheshire and was founded in 1993

Fragrance Direct has been acquired by joint venture led by counterpart Allbeauty(Image: Shared Content Unit)

Cheshire-based Fragrance Direct has been acquired by a joint venture between the owners of counterpart Allbeauty, private investors and an investment fund.

The move to combine Allbeauty and Fragrance Direct into one health and beauty products group has been made by Maximo Group.

The joint venture is backed by the Guernsey Investment Fund.

The move has been revealed in documents filed with Companies House which show the departure of Fragrance Direct's co-owners Richard and Kathrine Jowle.

The documents also confirm the appointment of Allbeauty director Andrew Grimwood and joint chief executive Matthew Gully to Fragrance Director's board.

Fragrance Direct is headquartered in Macclesfield, was established in 1993 and specialises in selling branded beauty products, including fragrances, makeup, skincare and haircare essentials along with gift sets.

Allbeauty was set up in 2004 and reported an annual revenue of £86m in 2018, according to its website.