Точка Синхронізації

The British cosmetics giant Warpaint London PLC officially acquired the iconic family-owned makeup brand Barry M for £16 million on February 7, 2024, aiming to consolidate its position in the UK beauty market and expand its portfolio of affordable luxury products. This landmark deal marks the end of an era for Barry M, which was one of the last remaining independent, family-run cosmetics firms in the United Kingdom. Founded in 1982 by Barry Mero, the brand became a staple of the British high street, known primarily for its vibrant nail polishes and cruelty-free ethos, and will now operate under the corporate umbrella of Warpaint, the owner of the W7 brand. Under the terms of the acquisition, Warpaint will pay an initial cash consideration of £11 million, supplemented by further payments contingent on the brand's performance over the next two years. The move is strategically designed to leverage Warpaint's extensive global distribution network to propel Barry M into new international markets, particularly in the United States and China. For decades, Barry M maintained a loyal following through its presence in retailers like Boots and Superdrug, but the transition to a publicly-traded parent company is expected to provide the capital necessary for significant digital transformation and product innovation. Industry analysts view this merger as a significant shift in the UK beauty landscape, where long-standing independent brands are increasingly being absorbed by larger conglomerates to survive rising operational costs and intense competition from celebrity-backed labels. Warpaint’s leadership emphasized that the acquisition is highly complementary, as both companies target the 'value' segment of the market while maintaining high quality standards. The Mero family, who have steered the company for over forty years, expressed confidence that the partnership would preserve the brand's heritage while securing its financial future in an increasingly volatile retail environment.