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Potters Crouch Has Been Sold To SGP

Home fragrance company Potters Crouch, founded in 1986 by Jo Martin, was recently sold to Société Grassoise de Parfumerie (SGP), one the world’s leading manufacturers of perfume raw materials and finished fragrances, based in Grasse, France.

David will remain in charge of running SGP’s UK operation for at least three years, with his remit to acquire other companies in similar fields.

2-the fragrance house - TFH logo gold“In addition to our own brands, Potters Crouch and The Wellness Company, and under the newly created umbrella of The Fragrance House, we bought Wired Retail Group, which has a turnover of £1.4m, at the end of May, and their brands Wax Kind and Cosy Aromas,” confirms David. “Today, July 1, we bought bath and body company Betty Hula. We have also recently bought the commercial side of Ballard Home,” he told

The official launch of The Fragrance House will take place at Harrogate Home & Gift, (DP1, stand A106), from July 21-24.

“The panacea for retailers is to deliver to their customers the finest possible product at a modest price that totally belies the quality. That solution is now possible for all retailers of home fragrance, bath and body and more, with the partnership designed to cut a swathe through long supply chains and go straight from maker to seller,” states David. “We see it as a breakthrough solution to deliver ever improving quality at lower prices across the board.”

Above: David Brown.
Above: David Brown.

From their base in Grasse, France, Société Grassoise de Parfumerie (SGP), has embarked on a programme to drastically truncate the supply chain by taking raw materials, manufacturing the finest quality perfumery, and then making it into home fragrance finished products.

“The result is the finest scented candle fragrances on the market retailing for between £11 and £18,” highlights David.  “Unrivalled quality reed diffusers are reduced in price to £17.99, etc.”

He continues: “This hugely exciting new approach gives us direct access to the very finest fragrances it is possible to make, and to do so at a value that allows us to wholesale them at modest prices. It means the retailer can sell a product that would otherwise be £30-40 for less than £20.

“Of course, in all of this, our value proposition around quality, sustainability, ethics and value will not change.    We are registered and approved by PETA and adhere to the highest standards both in product quality and in manufacturing.

“As well as the well-known and successful brands we have already acquired, we are on the lookout for other quality names who might be added to the SGP family.   For example, we are currently in discussion with a significant candle brand across the Channel, and are actively seeking other brands, large and small, who could grow with us.”

Adds David: “Retailers who want to offer their customers the very best, will find they can meet those needs at The Fragrance House.”

Top: Part of the Wellness range from Potters Crouch.

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