Childrens’ personal care products brand Childs Farm is being acquired by PZ Cussons in a move that will see Childs Farm founding director Joanna Jensen continue as an investor and as a champion of the brand. The deal sees PZ Cussons acquire an initial 92 per cent stake for a total consideration of £36.8m with the expectation of gaining full ownership by 2025.
Pz Cussons will, it says, leverage its brand building capabilities – it owns Carex, Original Source and Imperial Leather – to further develop Childs Farm in the UK and internationally.
Jonathan Myers, CEO, PZ Cussons said: “Over the past decade, Joanna and her talented team have built a category leading brand, loved by millions of parents seeking the very highest quality products for their children.”
Jensen founded the business in 2011 with a cruelty and allergen free range of bathing, skin and shampoo products designed specifically for babies and young children. It has been working towards achieving B Corp certification and has developed a strong connection with its customers. She commented: “It is clear to me that in PZ Cussons, with our shared vision for the brand and cultrual fit, we have found a fantastic partner, and the team and I look forward to working with them to take the business to the next level.”
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