Fragrance West, a California company dedicated to creating fragrances with a unique West Coast perspective, continues to expand. Recently, it announced its acquisition of Monarch Fragrances, a boutique Atlanta based company. Fragrance West is a division of HORN, one of North America's premier distributors of specialty ingredients.
HORN Essentials is the business unit dedicated to the Personal Care, HI&I, Car Care, Pet Care and Candle/Air Care markets. It will represent Fragrance West and Monarch, alongside a strong portfolio of innovative, industry leading specialty ingredient manufacturers.
Christina Fiduccia, vice president of HORN Essentials, stated, "The acquisition of Monarch allows Fragrance West and HORN to offer a broader range of fragrance options and finished product solutions. By combining resources, our customers will benefit from improved application, analytical, technical and regulatory support. Monarch and Fragrance West already share a passion for innovation and creativity. Adding HORN's experienced and technically proficient sales force to the equation results in a very unique and formidable combination of talent."
Monarch is currently operating within the same facility and staff aided by an upgraded infrastructure and financial backing. "Fragrance acquisitions are deservedly viewed with skepticism by customers," stated Mike Zarkades, president of HORN's Ingredient Division. "Typically, all they get out of these deals are price increases, longer lead times and higher minimums. Our goal is to change that—and make sure our customers actually benefit from this transaction."
Since Fragrance West opened four years ago, its sales have quadrupled. Benefiting from Horn's 50-plus years of experience on the forefront of specialty ingredient distribution, Fragrance West continues to defy the odds. Conceived in California during the toughest economic times, it has emerged with substantial growth. Zarkades states, "Perhaps surprisingly, over 70 percent of our new business has come from outside California—and more than 50 percent from outside the western states. HORN's tradition is to embrace challenge and opportunity. We are determined to reinvent and improve on traditional business models. Fragrance West and Monarch are part of a very dynamic, long-term commitment we are making to the industries served by HORN Essentials."