Australia

Cellmid signs exclusive agreement with US premium salon distributor

Cellmid Limited (ASX:CDY) has signed, via its wholly-owned US subsidiary Advangen LLC, an agreement with Tru Beauty Concepts Inc for the exclusive distribution of its évolis® Professional anti-ageing hair care products in salons in the northeast of the US.

Tru Beauty Concepts is a distributor to the professional beauty salon and spa industry, servicing 40,000 salons in 11 states and has a partnership with wholesale ecommerce hub, Salon Interactive.

This exclusive distribution deal is expected to deliver significant revenue growth to the US business from the second half of the 2021 financial year, following 51% growth in FY2020.

"A game-changer"


Cellmid chief executive officer Maria Halasz said: “In our view, the partnership with Tru Beauty is a game-changer for the évolis® Professional brand in the US.

“Securing salon distribution will add scale to our US expansion and growth ambitions for the brand.”

The agreement commences on August 1, 2020, with an initial term of five years.

Shares in the company have been as much as 14% higher to 14.2 cents intra-day.

Strong salon network


The Tru Beauty exclusive territory comprises Massachusetts, Connecticut, Rhode Island, New York, New Jersey, Pennsylvania, Delaware, Maryland, Virginia, Washington DC, and West Virginia.

In addition to their 42 field staff, Tru Beauty operates two state-of-the-art facilities with live streaming capabilities to improve brand education to professionals.

Ecommerce hub


Tru Beauty also has a partnership with wholesale ecommerce hub, Salon Interactive.

The Salon Interactive portal which hosts individual salon websites, making premium hair care products available to clients of participating salons, eRead More – Source