Key Takeaways
- Unilever is reportedly set to acquire refillable deodorant brand Wild for £230 million.
- Founded six years ago, Wild achieved its first profit in 2023 with sales hitting £47 million.
- The acquisition aligns with Unilever’s focus on sustainability and enhances its range of deodorant brands.
Unilever’s Potential Acquisition of Wild
Unilever is reportedly in the final stages of negotiating the acquisition of Wild, a refillable deodorant brand, for approximately £230 million. If successful, this deal would mark one of the more significant acquisitions for the UK-based fast-moving consumer goods (FMCG) giant in the personal care sector in recent years.
According to a report from Sky News, which cites industry sources, Wild was founded six years ago and has shown promising growth, achieving its first profit in 2023. The brand’s sales soared to £47 million, indicating a strong market presence and consumer interest in its sustainable offerings.
Unilever’s potential interest in Wild appears to stem from the brand’s commitment to sustainability and its premium positioning in the market, which complements its established deodorant lines, including Axe, Dove, and Rexona. The acquisition reflects Unilever’s strategic direction towards enhancing its eco-friendly product portfolio while also appealing to a growing consumer base that values sustainable practices.
Both Unilever and Wild have not made any comments regarding the acquisition when approached by Sky News, leaving some details of the negotiations unclear. However, the movement towards this purchase signifies Unilever’s continued efforts to innovate and adapt to shifting consumer preferences, particularly in the realm of personal care products that prioritize sustainability.
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