ADA Cosmetics International Continues to Strengthen its Position in Asia

By acquiring Formia Guest Supplies, the cosmetics manufacturer aims to expand its presence on the Asian market

 

Kehl/Germany, 30. November 2009 – ADA Cosmetics International (ADA), Europe’s leading manufacturer of hotel cosmetics, announced today the acquisition of Formia Guest Supplies (FGS) in Hong Kong. Global player ADA has been present in the Asian market since early 2008. Just one year later, the company, headquartered in Germany, launched its own Asian subsidiary, ADA Far East Ltd., with head office in Hong Kong. The transaction forms part of ADA’s investment to strengthen its network coverage, connections and infrastructure in the Asia-Pacific region.

 

New capabilities to benefit Asian customers

By acquiring FGS, ADA gains a most experienced partner in providing hospitality amenities across the Asian continent. Only last spring, FGS had taken over the hotel business from Guenter Guest Supplies Ltd., the former Asian sourcing platform of Guenter Guest Supplies, Bremen/Germany. Among the provider’s customers are Shangri-La Hotels & Resorts, Raffles Hotels & Resorts, the Intercontinental Grand Stanford in Hong Kong and the Venetian Macau Resort Hotel. ADA will continue to service FGS’s former client base with the same commitment but optimized performances. For one thing, the acquisition of FGS gives the manufacturer access to a strong network of interesting suppliers who will open up new purchasing possibilities. The cosmetic expert intends to use these contacts to further expand its range of personal care products and accessories in Asia while maintaining an attractive cost/performance ratio. At the same time, the new synergies will ensure the high quality of locally produced products. According to Wilhelm B. Könning, CEO of the ADA Group: “We are now offering our customers a far greater choice and flexibility – in a quality that fulfills not only their unique needs but which is also on a par with our advanced ‘made-in-Germany’ standards. Another enhancement is ADA’s regional stock capacity, which is already adequate but will be increased in order to handle even larger volumes of goods.

 

Greater capacity to meet increasing demands

ADA Far East’s business operations will be managed by former FGS-Manager Roland Grohmann, in cooperation with Könning. By appointing Grohmann, ADA wins an expert who has accumulated a comprehensive knowledge of the Asian market over more than 20 years. According to him, the consolidation could not have happened at a better time. In spite of worldwide economic problems, the local hotel industry is showing growth through increasing domestic and international tourism, especially in China, India and Singapore. In addition to this, Grohmann observes that hotel guests are becoming more discerning about the quality and exclusivity of hotel cosmetics. This, in turn, perfectly matches ADA’s product philosophy. Grohmann is certain: “The Asian hotel industry will benefit from ADA Far East’s new set-up in many ways.” According to the manager, among the advantages are a well-established market competence, strong innovative power as well as reliable top quality products that offer added value. “We will continue to set standards in every respect,” Grohmann promises, emphasizing that this applies in equal part to committed and customer-oriented service.

 

ADA Far East will continue to direct its business from the Hong Kong office, supported by a logistics and distribution center in Guangzhou, China, and a sales organization in Singapore. In their new formation, the company aims to establish a leadership position in the Asia-Pacific market within the next five years.

For more information, please visit www.ada-cosmetics.com.

 

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About

ADA Cosmetics International has been developing and manufacturing personal care solutions specifically for the hotel industry since 1979. Its portfolio ranges from contemporary cosmetic series to ecological, natural body care products to sophisticated wellness concepts. What sets the company apart: ADA customizes each of its product lines to the demands of its clients and, thus, creates a distinctive hotel brand. Actually, ADA is considered the pioneer of customized hotel cosmetic products. If a client wants to benefit from the image of a well-known designer brand, he can choose from the Brand Collection that includes exclusive designer labels such as Chopard and Bvlgari. The product range is complemented by an attractive assortment of accessories. With a number of offices, distribution and sales partners, ADA has a worldwide presence in over 50 countries of the world.