SLG Brands

We’re pleased to have supported a global beauty product incubator headquartered in Cheltenham as it completed the sale of two of its flagship haircare brands to a US consumer goods company.

Founded in 1985, SLG Brands develops its own portfolio of beauty and personal care products for both domestic and international markets. The business specialises in brand creation and licensing, having partnered with well-known high street names and celebrities for its beauty ranges including the likes of Paul Smith, Superdry, Sweaty Betty and White Fox Boutique. It is also backed by private equity firm, BGF.

SLG Brands has now sold two of its leading brands, COLAB Dry Shampoo and Johnny’s Chop Shop, to Thriving Brands, a consumer goods company based in Cincinnati, USA, backed by American private equity firm, Trive Capital.

Our Corporate Finance team, led by Partner Victoria Kisseleva, Associate Director Matthew Nolan and Assistant Manager Alex Lewis ran an international sale process on behalf of SLG Brands, engaging with numerous interested parties and then managing the commercial negotiations with Thriving Brands once it emerged as the best strategic buyer for both assets.

Thriving Brands will now be able to add COLAB Dry Shampoo and Johnny’s Chop Shop to its portfolio of consumer products, which already includes household names like Right Guard. It will also benefit from their existing distribution relationships with UK and US retailers including Tesco, Boots, Target and Walmart.

The deal will allow SLG to focus on its core licensing business while unlocking capital for future growth initiatives.