Henkel has announced that it has signed an agreement to acquire a 51% stake in eSalon.com LLC, headquartered in Los Angeles.
In a statement, the parties agreed to not disclose any financial details of the transaction,' as the agreement is 'subject to customary closing conditions, including regulatory approvals.'
This joint venture, Henkel said will further strengthen its leading hair coloration portfolio and expand its digital business.
Launched in 2010, the eSalon's core offering is individually customised hair colouration, that’s made-to-order and shipped directly to customers doors for at home application.
"The strong eSalon business which addresses the growing trend of personalisation in beauty care will be a perfect fit," Jens-Martin Schwärzler, executive vice president who is responsible for Henkel’s Beauty Care business.
"We expect to gain valuable consumer insights that will also help us to create meaningful innovations for our classical retail consumers."
In fiscal 2018, the e-business reportedly generated sales of around $30 million, mainly in the US market.
eSalon employs around 120 people and has its main site including production, office and warehouse in Los Angeles.
Subject to approval, Schwärzler said that the founders and existing management team, "will stay on board and join forces with Henkel to further accelerate the future growth of the business.”
Headquartered in Düsseldorf, Germany, Henkel is known for household brands such as Right Guard and Colour Catcher.
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