VAN NUYS, Calif., Sept. 20, 2012 /PRNewswire/ -- Fragrance West, a California company dedicated to creating fragrances with a unique West Coast perspective, continues to expand. Recently, they announced their acquisition of Monarch Fragrances, a boutique Atlanta based company. Fragrance West is a division of HORN, one of North America's premier distributors of specialty ingredients.
HORN Essentials is the business unit dedicated to the Personal Care, HI&I, Car Care, Pet Care and Candle/Air Care markets. They will represent Fragrance West and Monarch, alongside a strong portfolio of innovative, industry leading specialty ingredient manufacturers.
Christina Fiduccia, Vice President of HORN Essentials, stated, "The acquisition of Monarch allows Fragrance West and HORN to offer a broader range of fragrance options and finished product solutions. By combining resources, our customers will benefit from improved application, analytical, technical and regulatory support. Monarch and Fragrance West already share a passion for innovation and creativity. Adding HORN's experienced and technically proficient sales force to the equation results in a very unique and formidable combination of talent."
Monarch is currently operating within the same facility and staff aided by an upgraded infrastructure and financial backing. "Fragrance acquisitions are deservedly viewed with skepticism by customers," stated Mike Zarkades, President of HORN's Ingredient Division. "Typically, all they get out of these deals are price increases, longer lead times and higher minimums. Our goal is change that – and make sure our customers actually benefit from this transaction."
Since Fragrance West opened 4 years ago, their sales have quadrupled. Benefiting from HORN's 50 plus years of experience on the forefront of specialty ingredient distribution, Fragrance West continues to defy the odds. Conceived in California during the toughest economic times, they have emerged with substantial growth. Zarkades states, "Perhaps surprisingly, over 70% of our new business has come from outside California –and more than 50% from outside the western states. HORN's tradition is to embrace challenge and opportunity. We are determined to reinvent and improve on traditional business models. Fragrance West and Monarch are part of a very dynamic, long-term commitment we are making to the industries served by HORN Essentials."
About Fragrance West and HORN
Fragrance West was formed in 2008 when HORN acquired the principal assets of Belmay West, a division of Belmay Inc. HORN is one of North America's leading distributors of specialty ingredients, represented by their Essentials, Nutraceuticals, Coatings and Building Materials, Advanced Materials, Composites and Fabrication Materials, FoodTech and Animal Wellness business units. Fragrance West is the only fully operational fragrance laboratory and manufacturer on the West Coast, creating aromas for perfumes and colognes, household, personal care, hair care, and air care products.
SOURCE Fragrance West