KMI Brands Ltd

Avondale is pleased to announce that KMI Brands Ltd has completed the sale of their hair care brand NOUGHTY, to UK-based Komerz Ltd. This completion enables KMI to fully focus on their core business, being licensed partnerships across fragrance, home fragrance and beauty.

Since launching in 2018, NOUGHTY has delivered consistent annual growth to become a recognised challenger brand, with a strong presence across DTC and major retailers including Tesco, Superdrug and Holland & Barrett, as well as an international retail footprint.

Komerz brings proven strength in international distribution and a clear ambition to scale within the Beauty & Personal Care space.

‘NOUGHTY’s consistent growth since launch is a testament to the strength of the brand and the team behind it. Komerz brings the scale and distribution expertise that will enable the growth to be accelerated. This marks an exciting next chapter for the brand, while enabling KMI to focus on the next phase of growth across our core categories.” Herbie Dayal, Chairman, KMI Brands

“It was a pleasure to work on this project with Avondale Corporate advisors as well as the amazing KMI team.”
Tugba Unkan, Strategic Corporate Advisor to KMI