Wipro acquires Yardley business in Europe

Extends the reach of Yardley portfolio already owned by Wipro

India’s Wipro Limited has signed an agreement with Lornamead Group to acquire the Yardley business in the UK and Europe – excluding Germany and Austria, which Lornamead will retain. The transaction expands the geographic reach of the Yardley portfolio already owned by Wipro Consumer Care and Lighting (Wipro’s FMCG subsidiary), which acquired Yardley’s Asian, Middle Eastern, North African and Australasian businesses from Lornamead in December 2009.

As part of the transaction Wipro will also acquire the Yardley-owned Woods of Windsor business.

“The Yardley brand has performed very well with us since we acquired it,” said Nagender Arya, regional director (east Asia, Middle Ease and Africa), Wipro Consumer Care and Lighting, of the transaction. “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 London Ltd, added: “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 relaunched 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. We are excited to join the Wipro family, which will help the brand and the team in the UK.”

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Yardley London (more information, website)

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