L’Occitane International S.A. has announced the disposal of its Le Couvent des Minimes brand to HLD Group (also owner of Filorga and SVR) and Mr. Didier Tabary. The L’Occitane Group said it wants to focus its teams and marketing investments on its most important brands: L’Occitane en Provence, L’Occitane au Brésil, Melvita and Erborian.
Currently marketed in 15 countries, mainly through selective distribution channels (pharmacies and perfumeries), Le Couvent des Minimes brand was created and owned by the Group since 2004. Inspired by plant-based skincare and well-being recipes, the brand’s star products are its Gardener’s Hand Healer and Hiker’s Foot Healer, along with its colognes.
Le Couvent des Minimes will join the beauty portfolio composed of SVR and Filorga, and will benefit from a presence in 85 countries, as well as significant commercial and production synergies.
“Le Couvent des Minimes is a natural and authentic brand that complements the Filorga and SVR brands, which specialize in anti-aging skincare and dermo-cosmetics. By bringing these brands together, we can also create commercial synergies, as they are sold via the same distribution channels. But above all, it’s the authentic and ethical aspects of the brand, as well as the botanical effectiveness of its products, that we are interested in. We have great ambitions for Le Couvent des Minimes, which has a very strong and unique brand DNA,” commented Didier Tabary, President of Laboratoires Filorga and SVR.
The amount of the transaction, which was finalized on 12 January 2017, has not been disclosed.