TEL: LONDON +44 (0)20 7920 4800 / MANCHESTER +44 (0)161 641 1000


Pacific Direct joins Primary III portfolio of companies

April, 2008


Primary has backed the buy-out of Pacific Direct in a £25 million transaction.  Pacific Direct is the world’s leading independent manufacturer and supplier of branded toiletries and guest accessories to the luxury hotel and cruise line market.


The business was founded by Chief Executive Lara Morgan in 1991, initially supplying bespoke travel sized toiletries for the London hotel community. Since then, it has developed a portfolio of internationally prestigious brand licences, including names such as Elemis, Penhaligons and Salvatore Ferragamo, and supplies a range of customers from leading indepenedent properties such as The Lanesborough, Sandy Lane, the Waldorf Astoria and the Burj al Arab to global luxury groups such as InterContinental Hotels and Resorts, Rocco Forte and Sofitel. As well as branded toiletries, the company also produces and supplies over 100 consumable items for use in rooms, such as sewing kits, bathrobes, shoe shine kits and stationery.


Pacific Direct owns manufacturing facilities in the Czech Republic and China, has offices in 7 countries, with its headquarters in Bedford, and employs over 400 people.


Contact Jackie Adams for more information

Tel: +44(0) 20 7920 4800


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