Avon Products Inc. is targeting a new consumer group, babies and tots, with the acquisition of Tiny Tillia. Avon told representatives of the acquisition at the company’s annual Leadership Conference in Las Vegas last week, according to Wall Street analysts in attendance.
London-born designer Tiffany Lerman, known for her floral-printed Chester handbags, created the eco-conscious, paraben-free line of bath and body items for children in 2006. The whimsical collection ranges from bath mitts and diaper cream to hair detangler and hand sanitizer, and is carried at retailers like Fred Segal and The Right Start.
Stifel Nicolaus analyst Mark Astrachan wrote in a research note Thursday, “Avon announced it recently acquired a small personal care company for children, Tiny Tillia, which it plans to begin selling in its catalogue in early 2011. We believe the addition of the brand will be incremental to the company’s current product offerings and margin enhancing.”
The announcement follows Avon’s purchase last month of Liz Earle Beauty Co., which manufactures the Liz Earle Naturally Active Skincare brand.
