Organic babies' toiletries brand Little Me arrives in Sainsbury's this week as part of ambitious expansion plans by new owner KMI . The King of Shaves parent company acquired the £4m Floraroma business, which owns Little Me, last week.
The Floraroma stable, which also includes women's brands Phil Smith Haircare, Dead Sea Source and Dr Harnik, is forecast to add £6m to KMI's £24m turnover in 2008.
Growth of more than 20% was expected in the next 12 months, said KMI founder Will King. "This increases our penetration in major retailers and also provides us with real expertise in the female marketplace."
Little Me is forecast to hit sales of £3m in the next 12 months, rising to £5m by 2010, King said, adding there were plans to increase distribution of the women's brands. KMI has already moved into women's toiletries with King of Shaves Woman and King of Deos for Women. KMI is also developing its first razor, set for launch this year.
No comments yet