Natural Beauty Brands Owner BWX joins hands with THG, market glows

  • November 16, 2020 01:48 PM AEDT
  • Kunal Sawhney
    CEO Kunal Sawhney
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    Kunal Sawhney is founder & CEO at Kalkine and is a richly experienced and accomplished financial professional with a wealth of knowledge in the Australian Equities Market. Kunal obtained a Master of Business Administration degree from University of T...

Natural Beauty Brands Owner BWX joins hands with THG, market glows


  • BWX Limited announces a strategic partnership with the global technology platform, THG Holdings.
  • By the end of Financial Year 2023, BWX is targeting revenues of between AUD 30-AUD 50 million for the European market.
  • THG Ingenuity, will provide e-commerce solution to BWX's brands and take the brands directly to the consumers across Asia and Europe.
  • BWX's CEO Rory Gration has highlighted that the alliance is significant in bringing the natural beauty products to more customers amid the thriving natural beauty category.
Gold MTF non-AMP

The owner of natural beauty brands Sukin, Andalou and Mineral Fusion, BWX Limited (ASX: BWXhas inked an agreement for a strategic partnership with THG Holdings plc (THG), the global technology platform that specialises in taking brands directly to consumers.

The collaboration, to begin with, is aiming for five priority markets. Further, it intends to expand to 14 markets by Financial Year 2022. 

Image source: ASX announcement dated 16 November 2020

Image source: ASX announcement dated 16 November 2020 

BWX's Growth Plans 

The company had announced earlier that by the end of Financial Year 2023, it will be targeting revenues of between AUD 30-AUD 50 million for the European market.

Also read: BWX Records Strong Revenue and Launches $50 Million Equity Raising

The essential steps, BWX is planning along with THG to achieve this target are - 

  • BWX to take the Sukin brand across all priority sales channels such as European Drugstores, E-Retailers, and Supermarkets and Hypermarkets with Andalou Naturals to follow in FY22.
  • BWX is maximising its Australian provenance and the A-Beauty trend across Europe with re-positioning of the Sukin brand for the European market.
  • BWX is targeting five markets in FY21.
  • To improve European shopper's experience, the company is driving brand activity via direct-to-consumer channels.

Through this partnership, BWX will get an end-to-end e-commerce solution and will be able to create a more meaningful scale for its brand portfolio across Europe and Asia.

About THG

THG Holdings plc offers THG Ingenuity that provides an end-to-end direct-to-consumer e-commerce solution for consumer brand owners under SaaS licences. It is THG's proprietary end-to-end e-commerce infrastructure, technology and brand-building platform.

Stock performance: On 16 November 2020, at AEDT: 12:11 PM, BWX was trading at AUD 4.200, up by 3.703% with a market capitalisation of AUD 565.15 million.



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