SWALLOWFIELD has announced the purchase of men’s grooming brand Fish.

Fish launched its men’s hair styling products more than 15 years ago and they are now sold in Boots, Superdrug, Tesco and Waitrose.

Swallowfield bought Fish for £2.7 million with a potential further £0.3m to pay in 12 months’ time.

For the year to December 31 2017,

the ‘Fish’ brand generated net sales of £1.7m.

Fish founder Paul Burfoot, who continues to own and operate the Fish salon in Soho, London, will work with Swallowfield as a consultant.

The brand will be managed by Swallowfield’s team at Brand Architekts in

Teddington.

Swallowfield says it sees many opportunities to accelerate the growth of Fish in the UK and beyond both in terms of adding innovative new products and broadening retail distribution.

Swallowfield chief executive Chris How said: “Following the acquisitions of Real Shaving Company in 2015 and The Brand Architekts in 2016 we have been delighted to have seen strong growth momentum in our owned brand portfolio.

“This segment of our business showed sales growth of 25 per cent in the first half of our current financial year and in that same period contributed 31 per cent of group sales.

“The addition of Fish to this vibrant portfolio will add further strength and growth potential.”