Amirose is deepening its collaboration with celebratory clients, fostering more intimate and tailored partnerships
“…By taking interest in brands we actually secure the value of the company because we’re basically getting two bites of the cherry…”
With a red carpet roll call of many of the UK’s prestige hair and beauty brands already as its customers, Amirose London is now looking at more intimate partnerships with its celebrity clients.
The business is a well-established and decades-old contract manufacturer of personal care and beauty products with a facility in Norfolk that has industry-leading capability which Amirose wants to be working at full capacity.
After shedding low margin businesses, Amirose’s turnover has decreased but according to non-executive director and significant shareholder Mitchell Field, the business is now “much more profitable than it has ever been.”
Like his name, Mitchell is a veteran in the field and currently mentoring the current generation of skin-in-the-game management as they future proof the business transitioning it from solely contract manufacturer to something a bit more sexy.
Field underscores the company’s “very wonderful bank of formulations developed over many, many years and updated regularly with innovation” and the expert team running the business.
What Amirose is doing now is consolidating its years of experience and incorporating the ideas of its sub-forty-years old CEO and colleagues with The Hut Group and Hotel Chocolat exposure.
Collectively they are embracing the strategy of royalty streams and taking equity stakes in their customers including the Nicky Clarke brand.
“By taking interest in brands we actually secure the value of the company because we’re basically getting two bites of the cherry,” says Field. “We get one with our investment in the brand itself and our participation in the equity of the name, the trademarks. And of course, we also make a decent margin in the contract manufacturing and we foolproof our competitive element. It also means that if the brand gets sold we have some interest in the outcome of that sale.”
As Mitchell explains to Sarah Lowther in this video interview, the company’s imminent listing on the Aquis Exchange assists in greater market exposure as well as attracting the modest capital required to assist Amirose London’s ambitions.
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The author was remunerated but does not hold shares in the company
