SLG Brands

We’re pleased to have supported a global beauty product incubator headquartered in Cheltenham as it completed the sale of two of its flagship haircare brands to a US consumer goods company.

Founded in 1985, SLG Brands develops its own portfolio of beauty and personal care products for both domestic and international markets. The business specialises in brand creation and licensing, having partnered with well-known high street names and celebrities for its beauty ranges including the likes of Paul Smith, Superdry, Sweaty Betty and White Fox Boutique. It is also backed by private equity firm, BGF.

SLG Brands has now sold two of its leading brands, COLAB Dry Shampoo and Johnny’s Chop Shop, to Thriving Brands, a consumer goods company based in Cincinnati, USA, backed by American private equity firm, Trive Capital.

Our Corporate Finance team ran an international sale process on behalf of SLG Brands, engaging with numerous interested parties and then managing the commercial negotiations with Thriving Brands once it emerged as the best strategic buyer for both assets.

Thriving Brands will now be able to add COLAB Dry Shampoo and Johnny’s Chop Shop to its portfolio of consumer products, which already includes household names like Right Guard. It will also benefit from their existing distribution relationships with UK and US retailers including Tesco, Boots, Target and Walmart.

The deal will allow SLG to focus on its core licensing business while unlocking capital for future growth initiatives.

Victoria Kisseleva, Partner at FRP Corporate Finance, said: “In the beauty market we’re seeing continued interest in brands that can prove repeat purchase behaviour from their customers and offer the ability to scale internationally. Haircare in particular is one area where we’re seeing growth, which is what made these brands such an attractive prospect for acquisition on the international market.

“It was great to be able to help the team at SLG Brands secure this deal as it forms a key part of their future growth strategy.”

Lucy Beresford, Chief Executive Officer of SLG Brands, added: “We conceived and founded COLAB Dry Shampoo and Johnny’s Chop Shop, and grew them into internationally recognised brands. Completing this transaction frees SLG to focus on the next era of beauty creation.

“I’m grateful to the team at FRP Corporate Finance for their support throughout this process. We appointed them for their expertise in the sector which was critical in delivering a positive outcome for all parties.”

HCR (sell-side legal), Trialta (buy-side financial due diligence) and Wilkie Farr & Gallagher (buy-side legal)) also acted as advisers on the transaction.