Nirvana Brands acquires Lovely Distribution Company to boost its celebrity fragrance offering

By Amanda Pauley | Published: 17-May-2023

The deal sees the UK fragrance company add A-lister perfumes such as Sarah Jessica Parker’s Lovely to its luxury portfolio

Nirvana Brands Limited has acquired Lovely Distribution Company as it cements its position as a key player in luxury fragrance.

The UK company will add the distributor's luxury fragrance products, including celebrity scent Sarah Jessica Parker’s Lovely, to its portfolio. 

The aim is to strengthen Nirvana Brands’ position as a leading owner and distributor of luxury fragrances.  

"We are thrilled to welcome Lovely Distribution Company into the Nirvana Brands family," said Dilesh Mehta, CEO of Nirvana Brands.

"Their expertise in developing and distributing leading fragrance brands aligns perfectly with our mission to provide quality luxury beauty products to our customers."

Andre Frenkle, former CEO and co-owner of Lovely Distribution Company, commented: "This is an exciting time for our company and for the fragrance category.

"By joining forces with Nirvana Brands, we will be able to provide even more value to our customers and bring new and innovative products to the market.”

Nirvana Brands plans to “continue seeking opportunities” to grow and enhance its portfolio. 

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