Amefa sells beauty care brand to George East

Amefa has sold its Manicare brand of personal and beauty care products to George East (Housewares).
Amefa managing director Martin Russell said that “the divestment will allow us to concentrate on our core business of Richardson knives and Amefa cutlery”.

Sales and marketing director with George East, Nick Squire, said the company had been looking to add personal care products to its non-food portfolio for some time.

“We see this as a sector we can develop and grow across a number of different retail markets,” he commented.

George East is retaining the existing sales and marketing team.

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