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Article: Maurer + Wirtz adopts P&G orphans.(Maurer und Wirtz GmbH und Co. acquire 4711 eau de cologne brand from Procter & Gamble Co.)
- Article from:
- Cosmetics International
- Article date:
- January 12, 2007
CopyrightCOPYRIGHT 2007 Communications International Group. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Maurer + Wirtz, the German manufacturer of the men's fragrance Tabac Original, has beat out more than a dozen rivals to acquire the historic 4711 eau de cologne brand from US giant Procter & Gamble, which announced last summer that it wanted to spin-off 4711 and three other labels it had acquired as part of its takeover of Wella.
P&G described 4711, Tosca, Sir Irisch Moos and Extase as local brands that were unsuited for its strategic goal to concentrate on products with high global growth potential. The price of the deal, which includes 4711's headquarters and newly renovated flagship store in Cologne, was not announced and final approval by the German monopoly ...