Sweet Squared acquire hair distributor

UK beauty and hair distributor Sweet Squared has announced they have acquired ICON Consultancy, a distributor and marketer of premium professional hair care brands including Kevin Murphy and Oribe.

Sweet Squared's founder and Managing Director, Samuel Sweet, says:

“Sweet Squared and ICON are such a great match. We create awesome synergies by partnering up ICON'S proven track record of building premium hair brands with our team's experience in beauty, education and customer experience. The outcome is a complete offering of exclusive best-in-show brands for any salon professional, delivered with our unique brand of Love & Respect for the customer.”

Mark Shorrock, Sales Director for ICON Consultancy, adds:

“We have built a reputation for creating highly successful UK distribution channels, through a consistent and focused sales, marketing and education strategy, delivering some of the most exciting and innovative haircare brands to professional stylists and their clients. Becoming part of the Sweet Squared family brings together a wealth of knowledge and expertise that will see our brand portfolio continue to expand and I welcome the opportunity to head up the haircare team and take this fabulous business to the next level.”

ICON Consultancy Founder Paul Taylor comments:

“ICON has developed an enviable reputation for taking a good haircare brand and making it in to one of the greatest professional brands in the UK. The journey to this point has been an amazing one and the Sweet Squared acquisition is a natural progression for the company, bringing together some of the most highly respected brands and sales and education teams within the professional hair and beauty sector. It's an exciting time and I'm confident, particularly under the continued leadership of Mark Shorrock, that it will create unrivalled opportunities for this newly created powerhouse to secure phenomenal growth and success.”

Sweet Squared will be selling ICON brands direct in the UK. National Beauty Distribution will continue to sell Kevin Murphy in the Irish market.