JML, which was founded in 1986, is a UK-based company specialising in retail promotions, TV home shopping and e-commerce, with the focus on homewares, hardware, DIY and health and beauty products.
With a turnover close to £100 million, the company sells in over 80 countries and claims there is a JML product in seven out of every 10 UK homes.
JML chief executive officer Ken Daly said: “This acquisition is complementary to JML in that we share the core principle of products that require demonstrations and have mass appeal.
“However, the key differentiator is that Brand Evangelists market their products primarily through social channels.
“We intend to utilise the expertise of Brand Evangelists to strengthen our social media marketing and reach a whole new audience.”
Brand Evangelists is headed by Mark Curry, a former senior buyer at Boots. JML chief financial officer Patrick Leahy said the leadership at Brand Evangelists was a major reason for the deal.
“As a board, we were very impressed with Brand Evangelists’ management team,” he said. “At JML we have a strategic plan to double our sales in the next three years, and it was clear to us that Brand Evangelists share the same level of ambition that we do.”
JML said the Brand Evangelists product range will continue to be sold under the BE brand.
JML chief executive officer Ken Daly