Whistl acquires Relish

HMT LLP advised the UK’s leading logistics specialists in e-fulfilment, mail and parcels Whistl on their acquisition of Relish, a FMCG product sampling specialist from Kin and Carta plc, the international digital transformation consultancy.

Relish began life in 2011 and has grown to be one of the leading product sampling agencies specialising mainly in the beauty and FMCG sectors. It enables brands to target consumers through matching them with synergistic partners e.g., placing a sample for a perfume brand within an online fashion delivery. Its customers include ASOS, BakedIn, Craft Gin Club, Deliveroo, Estee Lauder, Edgewell, Ferrero, HelloFresh, Missguided and PrettyLittleThing.

Through this acquisition, Whistl is able to expand the range of channels available to its customers when planning their in-home sampling campaigns. Relish will remain as a standalone brand with its  20+ team, led by Managing Directors Natalie Betts and Jonny Hall. The company will report into Mark Davies, Managing Director of Whistl Doordrop Media, the UK market leaders in audience targeting and leaflet services.

HMT undertook financial due diligence for Whistl on this transaction.

Manoj Parmar, Chief Financial Officer at Whistl commented:

 “The acquisition highlights our unique expertise and ability to help brands across the whole e-commerce journey, from targeting customers to fulfilling orders through to delivery management to the consumers door. HMT provided a flexible and responsive financial due diligence service which adapted to the changing deal situation. We would like to thank HMT for their support and look forward to working with them on more projects.”

Paul Read commented:

“We are delighted to have advised Whistl on another acquisition. Relish is a great addition to Whistl’s service line and this acquisition reinforce Whistl’s leading position as a product sampling agency. We look forward to working with Whistl again in the future as they grow the business.”



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