Multibrands International Limited

Multibrands International Limited

Industry	Fast moving consumer goods
Founded	2002
Headquarters	Bradford, West Yorkshire U.K.
Website	www.multibrands.eu.com

Multibrands is a manufacturer and distributor of fast moving consumer goods and is based in Bradford, West Yorkshire, UK.

The Company

Multibrands is a manufacturer and distributor of fast moving consumer goods (FMCG Every day convenience branded products such as batteries, baby wipes and toothpaste usually bought from supermarkets and mini marts. These products are used by people on a frequent, sometimes daily basis and often merge into the daily routine of peoples lives. They are used in activities such as washing, personal hygiene and leisure.

There are thousands of FMCG brands on supermarket shelves, however most of these brands are owned and distributed by a relatively small number of giant corporations and their subsidiaries. Multibrands is relatively unique in its position as a smaller independent company trading in this market sector and competing head on around the world with the current global giants that dominate the market.

Multibrands started trading as a wholesaler of FMCG (fast moving consumer goods) in 1998, distributing locally sourced goods around the UK from its depot in Bradford, West Yorkshire UK. At the time many popular globally branded products were marketed around the world with manufacturers selling the same brand of product at different and wide ranging RSPs (Suggested retail price). Quite often the same brand of product would be offered for sale much cheaper in some countries than others, the price of supply being controlled by the manufacturers.

Multibrands used their entrepreneurial skills to source and import branded goods on the grey market. Purchasing them at the best price and then redistributing the products at more competitive prices in the United Kingdom. By 2002 Multibrands had become the largest parallel goods trader in the UK.

In 2003 PZ Cussons objected to this practice of parallel trading and took forceable court action against Multibrands to stop them importing and selling the Cussons brand of Imperial Leather soap at cheaper prices.

Cussons won the case and seized 230,000 bars of soap from Multibrands premises. The ruling was criticised by the consumers association who called for an end to the practice of price fixing by manufactures and suggested that EU markets should be opened up for fair and more competitive trade to end the Rip-off Britain culture.

Later in 2003 Multibrands faced up to the challenge of no longer being able to parallel trade and totally re-structured the company, developing its own brand of FMCG products. Since then Multibrands products have multiplied rapidly with new ranges and products added every year.

Multibrands research and develops their products around specific consumer needs providing brands for people who want to experience a more convenient and comfortable lifestyle.

History

1998 Incorporated as a wholesale supply business trading in locally sourced global brands

1999 Sourced first container of Grey Market brands from Asia. Launched first brand Easylite lighters, research began into further brands

2000 Moved into purpose built warehouse in Bradford, West Yorkshire UK. Opened up imports from India and the Middle East

2001 Opened up South America, Africa and Russian markets for the supply of well known brands

2002 Largest parallel goods trader in the UK

2003 Court action forced Multibrands to withdraw from grey market trading. Total restructure of the company

2004 Launched Ultraloc Super Glue brand

2005 Launched Supacell batteries, Essence feminine hygiene products, Tushies baby wipes and Fluorodine toothpaste brands. First major national listing

2006 First global export

2007 Start of Retail Force operations. Published Brand News trade brochure with monthly circulation in excess of 250,000. Launch of Supacell Rechargeable batteries and chargers.

2008 Launched Duraplast plasters, Unity condoms and Lipice (Lipaid) lip balm brands. Start telesales operation in India with over 50 personnel dealing directly with the UK Independent convenience & pharmacy sector. Development of TV advertising

Brands

• Easylite (cigarette lighter 1999)
• Spark (Spark cigarette lighters 2000)
• Ultraloc (super glue 2004)
• Supacell (batteries 2005)
• Essence (Essence feminine hygiene 2005)
• Tushies (baby wipes 2005)
• Fluorodine (toothpaste 2005)
• Supacell (rechargeable 2007)
• Duraplast (Duraplast plasters, first aid plasters 2008)
• Unity (Unity condoms 2008)
• Lipice/Lipaid (2008)
• Spark (Spark electronic cigarette lighters 2009)
• Zenith (Zenith cigarette papers 2009)

References

Telegraph and Argus (9 August 2003), Newsquest Media Group

External links

Official web site: (http://www.multibrands.eu.com/)