ADA Cosmetics International, a Germany-based specialist of hotel cosmetics, has just completed the acquisition of Britain’s leading supplier of hotel cosmetics, Pacific Direct. The acquisition of Pacific Direct is the second company purchase by ADA this year after the acquisition during the first quarter of the Scandinavian market leader Scanamenities, located in Denmark.
There is an agreement of non-disclosure regarding the acquisition price and other details of the transaction, however, according to ADA it is the largest acquisition in the company’s history.
Founded in 1991 in Bedford, England, Pacific Direct produces premium cosmetics products and accessories for luxury hotels, cruise liners and airlines. Currently, the company generates approximately a third of its revenue in Asia and the Near East as well as another third in Great Britain and approx. 20 per cent in the USA.
“Pacific Direct and ADA are a perfect match,” states ADA CEO, Wilhelm Könning. He expects that the acquisition of the successful manufacturer promises good growth opportunities – especially in the markets mentioned above. The combination of the two companies will increase the value ADA delivers to customers. “Pacific Direct’s luxury brands will be a perfect enhancement to ADA’s established product portfolio. At the same time, we will provide access to new customers and contacts. International hotel chains, in particular, will benefit from the pooling of our market know-how as well as from optimizations in service and sales,” Könning adds. The annual revenue of ADA’s global business is expected to increase to approximately EUR 100 million as a result of the acquisition.
