Bell Flavors & Fragrances opens in Indonesia and Thailand

By Deanna Utroske

- Last updated on GMT

image courtesy of Bell Flavors & Fragrances
image courtesy of Bell Flavors & Fragrances
At the end of June, the personal care and fine fragrance ingredient supplier announced the opening of two new facilities in Asia. Bell has confidence that the additional presence in these countries and access to local market intelligence will enrich the company’s business capabilities in the region.

Headquartered in Northbrook, Illinois, Bell Flavors & Fragrances is a fully multinational venture, with eleven manufacturing facilities in locations including Northbrook; in Middletown, New York; Leipzig, Germany; São Paulo, Brazil; Quebec, Canada; Shanghai, China; Guadalajara, Mexico; and Singapore. And there are some 40 Bell sales offices around the world, in countries such as Argentina, Colombia, Ecuador, Venezuela, France, the UK, the United Arab Emirates, India, the Philippines, Vietnam, Poland, Russia, and the Ukraine.

The two new facilities are essentially sales offices and will also provide warehousing and local delivery. Bell Singapore and that site’s managing director Khoe Hong Oan will support the teams at Bell Indonesia and Bell Thailand. Though, that division is itself a fairly new addition to Bell. In late 2016 Bell acquired the Singapore fragrance business from Nardev Chemie. (Read more about that deal here on Cosmetics Design-Asia​.)

“With the establishment of Bell Indonesia and Bell Thailand, we now have a direct presence in countries that represent a significant combined population of 330 million,” ​says Khoe Hong Oan in a company press release. “Our teams look forward to providing prompt and quality support and service to all our clients and potential customers.”

Expanding territory

Bell recently hosted a launch event in Bangkok, Thailand, to commemorate both the new Bell Indonesia and Bell Thailand sites. Bangkok is the location of the new Bell offices in Thailand, while the Indonesia offices are in Banten and Surabaya (the latter being a satellite customer service office).  

“Bell is extremely excited to invest in the Thailand and Indonesia markets,” ​James Heinz, president and CEO of Bell, tells the press. “We feel these investments will benefit our Thailand and Indonesian customers and appreciate their continued business.”

As a family-run business, Bell values community knowledge and saw access to local sales and marketing intelligence as a key reason to expand its Asian business. According to the company press release, being in Indonesia and Thailand will mean that Bell is able to “capture consumer preferences more accurately” ​and better equipped to help its customers in the region.

”With continued capabilities from Bell’s new office locations,”​ states the release, “the company continues to push forward in continued success and growth to different locations in Asia and across the world.”



Deanna Utroske, Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

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