Beauty company KMI Brands is looking to sell some brands and invest more in its core business.

The business, which makes brands such as Naked, Little Me Organics, hairstyling brand Fish as well as several products under licence, revealed it was weighing up which lines to sell as part of a strategy designed to grow sales from £13m to £20m.

“This is all about brand management,” said co-founder Herbie Dayal. “We are a small company and need to focus on products that bring a real difference to the markets they operate in. Not only have we found ourselves operating across a lot of categories but big ones as well, which has left us trying to do a lot with a limited amount of money and people.”

Rationalisation would help KMI, which supplies high street chemists as well as the supermarkets, grow its grocery sales from 30% to 50% in the next few years by “playing into the new opportunities that had emerged in this area”, Dayal predicted. “In the past, the mults were only taking big sellers, but now they are interested in smaller, higher value players - an opportunity we are keen to tap into”.

KMI, which came into being in 2009 when it was separated off from King of Shaves, offers toiletries including skin, haircare, bath, body and spa ranges.

Last year, it began rationalising its licensed portfolio, surrendering five licences. It still holds the licences for brands Ted Baker, Orla Kiely and LP Skin Therapy.

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