ADA Cosmetics International acquires Pacific Direct


German-based cosmetics manufacturer ADA Cosmetics has made its biggest acquisition in the company’s history, with the acquisition of leading supplier of hotel amenities, Pacific Direct.

ADA Cosmetics signed a contract on 3 September for the acquisition of British company Pacific Direct, which was founded in Bedford in 1991.

ADA’s CEO describes the move as “a perfect match”, providing good growth opportunities for the company in the markets where Pacific Direct is dominant, especially Asia, Britain and the USA.

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Pacific Direct is renowned in the hospitality industry for providing premium cosmetics and accessories to luxury and top-end hotels, including the distribution of more than 15 popular retail brands such as Asprey, Floris and The White Company.

“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,” ADA CEO, Wilhelm Könning says.

The annual revenue of ADA’s global business is expected to increase to approximately €100 million as a result of the acquisition.

George Allan, CEO of Pacific Direct, added: “Pacific Direct has built a strong position in the premium hotel cosmetic products market. We are delighted to have found an established partner in ADA Cosmetics that will help further the development of Pacific Direct with its industry expertise and innovation capability.”

The acquisition of Pacific Direct is already the second purchase by ADA this year.

In April, the German company acquired the Scandinavian market leader Scanamenities, located in Denmark.