Simple set to launch more lines in bid to double its size

Accantia Health & Beauty is set to launch further extensions to its Simple brand.

The company is understood to be developing product ranges known as Simple Skin Superfoods and Simple Hair Superfoods as the latest element in the brand’s expansion.

In April this year, Accantia received a cash injection of £120m from its backer, Duke Street Capital, and said that it planned to double the size of the Simple brand over the next three years.

Accantia has been carrying out a strategic review of the brand. It is known to be considering developing its body-care offerings and is looking at other product areas, including organic ranges. There are plans to expand overseas.

Accantia Health & Beauty chief executive Geoff Percy says that in the seven years since the company has been backed by venture capitalists, the Simple brand has already doubled in size, as has the company’s advertising and marketing budget. Brand sales are increasing at a rate of 17% a year.

Since 2005, Simple has launched a hair-care products, entered the deodorant category, and introduced new products in its men’s, baby and toiletries lines.

Last year, as part of a major brand extension, Simple launched a spa centre in Covent Garden in London, with plans for 30 more nationwide. A premium range of products called Simple Therapy was introduced for the spa, but is not, as yet, available in shops.