Incolabs enters food sector

(L-R): Incolabs Joint Chief Executive Officers Jayen Pather and Glenn Brauns

Launched in 2006, as a subsidiary of CAVI Brands, the FMCG business, which currently dominates the sun care market with Everysun, Tropitone and Sp20 brands, views incorporation of these brands as its first foray into the food sector, which it plans to expand to 20% of company earnings over the next three years.

Whilst personal care, which includes other iconic names such as Milton, Karvol, Lip Ice and Innoxa, will remain its core focus, the group believes that diversification is key to survival in the local market, says Glenn Brauns, recently appointed joint chief executive officer and head of sales and marketing.

"Our inherent nimbleness, speed of decision-making and shareholder support, positions us well to gain ground quickly within the competitive FMCG sector through smart acquisitions," he emphasises.

The diversification strategy is in line with a total overhaul of the company's future growth plans which resulted in a new corporate structure coming into effect in 2010 with the appointment of Joint CEO's, Brauns and Jayen Pather, formerly the chief financial officer.

The recently completed R1.5 million refurbishment that transformed the company's Bryanston, head office into a contemporary work environment with colourful brand imagery bouncing off the walls, was another component of the refocused corporate direction.

"A great part of the company's success is attributable to the support we get as a subsidiary through the alignment of growth objectives, brand investment and future acquisitions," adds Brauns.

"It makes for good collaboration, when you have shareholders who are as committed to growing the business aggressively through expansion and future acquisition as they are."

Cavi Brands operates in the health and beauty sectors in Southern Africa and is co-founded by the former CEO of Rand Merchant Bank, Michael Pfaff and former CEO of COSI, Michael ten Hope. In addition to Incolabs, subsidiaries include Chanel South Africa, Dermalogica, Solal and The Prestige Cosmetics Group.