B7 specialise in acquisitions and
investments within the FMCG supply
chain from manufacturing and
wholesale to retail and ecommerce.

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fmcg Acquisition, November 2015

Business and assets of Swirl Products Limited, trading as "fmcg" was acquired out of administration.

Based in Oldham, fmcg has been a dynamic supplier of branded personal care and household products for the past 20 years. 

fmcg's core brands include Nuage, Escenti, Systeme, Dentiplus, Salon Chic and Hygienics all of which are sold into high street retailers, pharmacies and wholesalers throughout the UK and across 32 countries worldwide. 
Richard Shonn, partner of b7 Ventures and Managing Director of 151 Products, said: "With the support of the 151 infrastructure and our access to market, we expect a very exciting future for the fmcg brands, and a far more stable trading environment for their long standing UK suppliers."

Ben Shapiro, partner at b7 Ventures, said: "Swirl’s underlying business remains profitable, it ended up in administration only as a result of the failure of its parent company Statestrong Products Limited earlier this month.  With the right funding and support the fmcg team will be able to continue to grow its core brands and build on its success to date."


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