Europe’s leading manufacturer of premium hotel cosmetics, ADA Cosmetics has announced the acquisition of Pacific Direct, Britain’s largest provider of luxury personal care products for the tourism industry, from Primary Capital for an undisclosed sum.

The Frankfurt-based hotel amenities provider is backed by private investment company Ardian. The acquisition will complement ADA’s existing product portfolio and strengthen its presence in the Asian and Middle Eastern markets.

“Pacific Direct has a unique portfolio of premium products and brands, which is a superb match for ADA’s product portfolio,” said Wilhelm B Könning, CEO of ADA Cosmetics. “Furthermore, the two companies complement each other well in geographic terms. Given their long-standing and well-established relationships with hotel chains worldwide, we will be able to make the most of both companies’ networks, particularly when it comes to distribution.”

Pacific Direct’s product portfolio comprises 12 licenced brands including Asprey, Acqua di Parma, Elemis, Floris and Penhaligons. Clients include international hotel groups such as Ritz Carlton, Crowne Plaza and Jumeirah Group as well as independent four- and five-star hotels. The company generated sales of €35 million in 2014, with Asia and the Middle East accounting for a third of its business, the UK another third and the USA some 21 percent.

George Allan, CEO of Pacific Direct commented, “In recent years, Pacific Direct has built a strong position in the premium hotel cosmetic products market. Today it is an established provider of luxury personal care products for renowned four- and five-star hotels. We are delighted to have found an established partner in ADA Cosmetics that will help further the development of Pacific Direct with its industry expertise and innovation capability.”