Oriflame Cosmetics Broadens African Territory


Posted on May 31, 2012 @ 08:09 am



Oriflame Cosmetics S.A. is expanding its operations into East Africa by acquiring the businesses in Kenya, Tanzania and Uganda previously run by a franchisee.

The acquisition is in line with Oriflame’s strategy of further expanding its geographical footprint in global growth areas by making inroads into Sub-Saharan Africa.

“After very encouraging experiences and success in Oriflame’s present North Africa business, we are expanding our market presence by acquiring our franchisee operations in East Africa. We have a long term commitment to develop the direct sales of cosmetics on the African continent and look forward to continued success in this region“, CEO Magnus Brännström comments.

The operations will be run in three separate legal entities managed from Kenya. The acquisition was concluded on May 29, and the legal entities will be part of the EMEA region as from the second quarter 2012. The acquired entities are not expected to have a material impact on the group’s financial statements of 2012. Oriflame and the counterpart have agreed to keep the details of the acquisition confidential.

Founded in 1967 by two brothers and their friend, Oriflame is now an international beauty company selling direct in more than 60 countries worldwide. Its wide portfolio of Swedish, nature-inspired, innovative beauty products are marketed through a sales force of approximately 3.6 million independent Oriflame consultants, who together create annual sales of around €1.5 billion.