Wella Buys Yardley of London

American Yardley of London (U.S.) has been purchased by Cosmopolitan Cosmetics, the cosmetics and fragrance holding company of Wella Personal Care of North America. The acquisition of Yardley provides brand rights for the U.S., Puerto Rico, Mexico and Canada, and follows Cosmopolitan Cosmetics’ 1998 purchase of brand rights for the rest of the world. Wella’s Yardley initiative is now truly global, reaching more than 100 countries worldwide. This recent acquisition was announced today by Wella Personal Care of North America CEO Philippe Hostalery.

“Acquiring the Yardley brand rights for the U.S.A. will enable Wella to globally consolidate its position in the luxury toiletries segment and provides a platform for expansion into fragrances and cosmetics. The synergies and corporate support will make tremendous growth possible for the Yardley brand,” said Mr. Hostalery.

Yardley is marketed as a specialty bath and body brand sold to department stores in most countries. The North American business has been positioned as a mass brand. Currently headquartered in Memphis, Tennessee, the American Yardley brands will be integrated into the Wella Personal Care of North America structure over the next few months.

“We now have the best of both worlds. We have the opportunity to enhance the brand’s image and reinforce its rich, long-lived heritage in a new and exciting presentation while maximizing the potential of this market,” continued Mr. Hostalery.

Details on the new positioning, distribution and advertising campaign will be announced shortly. Wella Personal Care of North America also markets the Wella Haircare and Johnson Products brands.