MELBOURNE, AUSTRALIA: BWX Limited has agreed to acquire a 50.1% interest in Go-To, one of Australia’s leading omnichannel skin care brands for approximately A$89 million, a news release said.
Group CEO and Managing Director of BWX, Dave Fenlon said: “Zoë is a proven brand-builder and innovator. We are really excited to be partnering with her and the entire Go-To team to continue growing this business and increasing its availability to consumers worldwide. Go-To is an authentic brand with an exceptionally loyal customer following, omni-channel offering and exciting growth outlook.
Through this partnership, BWX intends to support Go-To’s growth potential by leveraging our capability, resources and international distribution network. This partnership will provide BWX with an opportunity to accelerate our international growth strategy, increase our sales via the direct-to-consumer channel, while also providing access to a potential new growth customer demographic and exposure to a premium brand which complements our existing portfolio.
We are particularly excited to work alongside Zoë and Go-To’s other founders in seeking to take the brand to more consumers globally while propelling the overall growth of the Natural category.”
Go-To Founder and Chief Creative Officer, Zoë Foster Blake said: Go-To Founder and Chief Creative Officer Zoë Foster Blake commented, “We are delighted to be partnering with BWX for the next stage of Go-To’s journey. Two Australian beauty companies coming together to cement Australia’s reputation as a leader in skin care is very exciting.
When we embarked on this process, we wanted a compatible, like-minded partner who was culturally aligned, shared our values on sustainability, inclusivity and quality, really ‘got’ our brands, and who could assist us in unlocking Go-To’s international potential. BWX immediately made sense. They live and breathe skin care, and have a proven track record globally.
BWX respects the unique POD Go-To offers customers, and has the infrastructure, experience, and people to help us achieve our vision. Our premium offering will complement their existing brand portfolio, and BWX’s capabilities and commitment to accelerating our growth both internationally and domestically means we will fulfil our purpose of looking after more people’s skin, more of the time.”
Zoë Foster Blake will retain a strategic interest in Go-To and will remain Chief Creative Officer and a Director of the Go-To board.
Led by CEO Brad Dansfield, Chief Marketing Officer Leonie Faddy and Head of Product Nathan Healy, Go-To’s existing management team will remain with the Go-To business, with Go-To continuing to operate independently from its Sydney based headquarters, leveraging support from BWX in areas such as raw materials and packaging procurement, international distribution and other areas required to accelerate Go-To’s growth and allowing Go-To to remain nimble, agile, responsive and close to its customers.
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