Aromatherapy Associates' Geraldine Howard excited by post-takeover potential

Aromatherapy Associates (AA) co-founder Geraldine Howard believes the takeover of the company by B&B Investment Partners last week will provide the financial stimulus needed to further expand the spa product house.

Howard, who launched AA in 1985 alongside fellow entrepreneur Sue Beechey, will remain with the company as president.

She feels the acquisition by B&B – a new fund which is a partnership between Alliance Boots, owner of UK high street chemist Boots, and the principals of B&B Investment Partners, Chris Britton and Jean-Philippe Barade – will prove the catalyst for further growth.

“Our strategy remains to expand Aromatherapy Associates across our luxury spa portfolio, grow our retail offering and enter new emerging markets," she told Spa Opportunities. "With B&B’s financial assistance and incredible access to research resources, we are in a stronger position to extend and strengthen our product offering and further support our key accounts.

"Our identity, service and quality will remain as it always has – distinctive, personal and premium, and we have B&B’s full support on this approach. We are hugely excited about what this union will bring – 2014 is set to be AA’s most exciting year yet.”