Sweet Squared acquires distribution of Louella Belle’s hand & footcare brands
By Helena Biggs | 26 January 2024 | Movers & Shakers, News
Award-winning distribution and training company, Sweet Squared (S2), will take over distribution, support and education for Artistic Nail Design, Footlogix, Belava, Famous Names and Footsie in the UK from 5 February 2024.
The acquisition of these hand and footcare brands from Louella Belle will offer greater choice for the professional S2 customer, and the ease of buying from one distributor.
Jamie & Darren Crook
Louella Belle co-owners, Jamie and Darren Crook, comment: “It’s been a pleasure to partner with Footlogix, Artistic, Famous Names, Belava and Footsie over the years. We are immensely proud of growing these brands and feel that now is the perfect time for our friends at Sweet Squared to take them to the next level, while we focus on new and exciting opportunities.
“We’ve known Sam and Sam Sweet for over 20 years and the reputation they’ve built within our industry is second to none. We are very confident that our customers will benefit from their outstanding service, product ranges and education – for which Sweet Squared is so well-known.
“Finally, we would like to take this opportunity to pay tribute to our late mother and founder of Louella Belle, Lisa Crook. We know that she will be looking down, excited to watch the brands continue to grow at their new home!”
Samuel & Samantha Sweet
Samuel and Samantha Sweet, founders of Sweet Squared, add: “We are a company founded for and dedicated to the professional. We are beyond excited to start serving our patented love and respect to the professionals devoted to these brands.
“We are very grateful to Jamie, Darren and the entire Louella Belle family for everything they’ve done to nurture these brands in the UK and Ireland over the past few years. They are handing them over to us in great shape and we send everyone at Louella Belle the greatest of Love & Respect.”
The brands join Sweet Squared’s existing distribution portfolio, which includes CND, Lecenté, :YOURS and Lashes, amongst hair and skincare brands.