L’Oreal boosts SalonCentric division with acquisition

By Katie Nichol

- Last updated on GMT

Related tags C.b. sullivan United states

Beauty giant L’Oreal has acquired hair salon supplier C.B. Sullivan through the SalonCentric division of its subsidiary, L’Oreal USA.

With the acquisition, which was consolidated on June 1 2010, L’Oreal is expanding its distribution reach in the North East of the US.

New Hampshire-based C.B. Sullivan supplies to salons in six states in this area, including Vermont, Maine and Connecticut, through a network of representatives and outlets that are open only to professionals.

The company reported annual revenues of $50m (€41m) for fiscal 2009.

A L’Oreal spokesperson told CosmeticsDesign.com USA that the decision to acquire C.B. Sullivan was due to the fact it is well respected, the leading distributor of salon supplies in New England and has similar goals to L’Oreal.

C.B. Sullivan’s mission is closely aligned with L’Oreal’s – to gain closer proximity to the salon community while providing salons and stylists with the best products, services, training and education,”​ the spokesperson said.

Expanding distribution reach in US

The addition of CB Sullivan to its network of salon distributors is part of L’Oreal USA’s strategy to take a greater interest in the professional products distribution process in the US in order to create greater efficiencies that will benefit stakeholders.

The SalonCentric division, which was founded in 2008, boasts a number of distributors, including Beauty Alliance, Maly’s West and Columbia Beauty Supply.

L’Oreal most recently added Maly’s MidWest and Marshall’s Salon Supply to its portfolio, extending its reach across the Midwest. The two distributors have combined sales of $130m and supply over 40,000 salons, said L’Oreal at the time of the acquisition.

SalonCentric has a network of approximately 1,150 distributor sales consultants and 700 stores and distributes a number of professional salon brands, including partner brands, such as L’Oreal Professional, Redken and Tigi.

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