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


Primary Sells Pacific Direct to ADA Cosmetics

September 2015


Primary is pleased to announce the sale of Pacific Direct to ADA Cosmetics International. Financial terms of the sale were not disclosed.
Pacific Direct is the leading manufacturer and supplier of branded guest amenities to the global luxury hospitality market. It’s ‘Brand Boutique’ provides a portfolio of exclusive brand licences, including Asprey, Elemis, Acqua di Parma, Penhaligon’s, Annick Goutal and Lalique, to luxury hotels, cruise operators and airlines into 130 countries across the globe. Pacific Direct is headquartered in Bedford, with on-the-ground operations in seven countries spanning Europe, North America, the Middle East and Asia. Established in 1991, Pacific Direct was acquired by Primary from its founder in 2008.
Based in Kehl, Germany, ADA Cosmetics is a leading international manufacturer of high quality hotel cosmetics and accessories. It is backed by Ardian, the independent investment company.
Alec Parkinson, who represented Primary’s interests throughout the period of investment, commented “We are very pleased to have supported the management team in developing Pacific Direct into the leading provider of innovative, branded amenities across the globe. The combination with ADA is a fantastic fit for both companies and will undoubtedly provide Pacific Direct with further opportunities, enabling it to continue its growth in both established and new markets. We are delighted to have achieved a successful exit which has provided Primary with an excellent return.”
George Allan, CEO of Pacific Direct, added: “Pacific Direct has built a strong position in the premium hotel cosmetic products market. We are delighted to have found an established partner in ADA Cosmetics that will help further the development of Pacific Direct with its industry expertise and innovation capability.”



Contact Jackie Adams for more information

Tel: +44(0) 20 7920 4800


read more about Pacific Direct

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