A flourishing Cheltenham retailer of handcrafted artificial flowers for homes, offices and hotels around the world has been snapped up by an online retail entrepreneur.
The Faux Flower Company at Lansdown Industrial Estate has been bought out by Hershaw Holdings, a business controlled by Midlands-based Ben Herbert.
Founded 10 years ago in Hong Kong by Janey Dillons as Amaranthine Blooms, The
Faux Flower Company later relocated to its headquarters and fulfilment centre in
Cheltenham.
Each luxury artificial flower is handmade and
hand-painted for a natural, organic look, with a high level of attention to detail.
New owner Ben sold BeansPublishing, an online publishing company with websites dedicated to men's lifestyle, to Answers Corp in 2015.
His current portfolio of businesses includes Designer-Carpet.co.uk and brand consultancy business, Herbert Media.
He said: 'The artificial flowers market globally continues to grow, with clear further development potential here in the UK.
'With our growth plans, The Faux Flower Company is well positioned to supply even more discerning customers – corporate and individual – our flowers, plants and bouquets.
'They are so realistic, with botanical correctness, that it is hard to resist smelling them.
'The added benefit is that they do not need replacing on a weekly basis but can be added to, creating new, fresh arrangements.
'I look forward to growing The Faux Flower Company brand and building on the superb work done by Janey over the past decade or so.'
A team from Azets Corporate Finance advised Hershaw Holdings alongside law firm Flint Bishop.
Gary Hyem, of Azets, said: 'Market demand for high-quality faux flowers
has been increasing, with consumer preference for low-maintenance flowers for
the home and for businesses, with highly realistic floral arrangements being
able to be used for a long time.
'Ben has been searching for new investments for a while and
The Faux Flower Company hits the mark. We are delighted to have assisted
Ben and the team on the acquisition.'
