Unza adds Yardley to stable of brands

• Wipro acquisition of Yardley sees brand enter Msia under Unza
• Unza is a regional FMCG player
• Seen growth in Malaysia with Halal personal care products
• Says it will grow Yardley business regionally
  

Malaysia - Wipro is acquiring the Yardley business in Asia, Middle East, Australasia, and some African markets which sees the personal care brand enter Malaysia under the Unza flag.

Wipro, the parent company of Unza, signed the acquisition agreement with UK-based Lornamead Group for approximately US$45.5 million.

The transaction is expected to be completed by mid-December 2009.

At this early stage, Unza were unable to reveal how the Yardley brand will be positioned locally or even how aggressively the company, which has a string of other personal care brands under its umbrella, intended to market the product.

In the two years since Wipro's US$246 million acquisition of Unza, the Singapore-based FMCG firm has seen huge growth in Malaysia in the Halal personal care sector - driven by brands such as Safi.

"Yardley certainly synergizes well with Unza's portfolio," Kumar Chander (pictured), MD for Unza Malaysia said.

"I am confident Yardley will be well accepted by Malaysian consumers," he said.

Yardley is a strong heritage global brand in the personal care category with fragrance, bath and shower, and skin care products. It is one of the few personal care brands which holds Royal Warrants.

"Our understanding and presence in markets like Malaysia and other Asian territories will help expand Yardley across the region," Vineet Agrawal, president, Wipro Consumer Care and Lighting, said.

The Lornamead Group acquired Yardley from Procter & Gamble in 2005 and invested in the brand's product development, distribution channels, and merchandising across international markets.

Lornamead retains the Yardley business in Europe and the Americas.

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