Carfume

Acquirer: FRSH Scents (part of Simply Brands)

FRSH Scents, an air freshener brand under the international consumer goods group Simply Brands, has acquired Leeds-based car fragrance company Carfume in a multi-million pound deal.Summary of transaction details:Value: Multi-million pound dealSector: Consumer Goods (Automotive Air Fresheners)Advisor: Not disclosedKey Entities: Carfume (Target), FRSH Scents (Acquirer), Simply Brands (Parent Group)Location: Carfume is Leeds-based; Simply Brands operates globally.Note: This acquisition is set to facilitate Carfume's international expansion by leveraging FRSH Scents and Simply Brands' existing offices and distribution networks across the UK, USA, Europe, and Asia, consolidating their presence in the automotive air freshener market.