Clean bill of health for soap brand as it opens new chapter

Geoff Percy, executive chairman and Dionne Anderson, general manager H. Bronnley & Co UK

Geoff Percy, executive chairman and Dionne Anderson, general manager H. Bronnley & Co UK

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A top name in the British soap and toiletries sector has been bought out of administration and has a completely reworked business model.

Bronnley, which is now based at Milton Keynes Business Centre, in Foxhunter Drive, used to manufacture its own products.

Then based in Brackley, the firm hit hard times and about 18 months ago went into administration.

But Bronnley still had a powerful brand, a loyal following and potential enough to convince investors to get involved.

It was bought out of administration by private investors including Geoff Percy who is now excecutive chairman.

After ending manufacturing the company was turned into a sales and marketing outfit with manufacture outsourced but remaining in the UK.

The soap and toiletries are sold in high-end pharmacies, including Lloyds, department stores, including House of Fraser and garden centres nationwide and internationally.

The business has been around since 1894 and has held the Royal Warrant for the last 70 years.

Mr Percy has vast experience in the sector, having been chief executive of private equity backed British business Simple Health & Beauty.

His stewardship of Simple saw the brand grow to become No 1 in UK facial skincare cleansing and ultimately resulted in the sale of the business to Alberto Culver and subsequently to Unilever.

He has very ambitious plans for Bronnley – revitalising it and targeting a younger consumer being the central planks of the strategy.

The general manager of Bronnley is Dionne Anderson. She has a huge amount of experience in business operations and has seen Bronnley through its period of transition. Every part of the business has been / is being reworked.

They’ve started with a new website has gone at www.bronnley.co.uk and they’ve now unveiled a new range of Christmas collections will be available in selected retailers.