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Azets’ corporate finance team has advised Midlands-based Ben Herbert through his company Hershaw Holdings on its acquisition of artificial flower retailer The Faux Flower Company.
Founded 10 years ago in Hong Kong by Janey Dillons as Amara, The Faux Flower Company sells handcrafted flowers for homes, offices and hotels. It later relocated to its headquarters and fulfilment centre in Cheltenham, Gloucestershire.
Herbert, who sold his online publishing business Beans Publishing to Answers Corporation in 2015, also owns Designer Carpet and brand consultancy Herbert Media.
Azet’s team was led by regional corporate finance partner Gary Hyem in advising Hershaw Holdings on the deal, alongside corporate partner Mark Wilcock at Flint Bishop. Accounting advice was also provided by Nathan Robinson at Azets.
Hyem said: “Market demand for high-quality faux flowers has been increasing, with consumer preference for low-maintenance flowers for the home and for businesses, with highly realistic floral arrangements being able to be used for a long time.
“Ben has been searching for new investments for a while and The Faux Flower Company hits the mark. We are delighted to have assisted Ben and the team on the acquisition.”
Herbert said: “The artificial flowers market globally continues to grow, with clear further development potential here in the UK. With our growth plans, The Faux Flower Company is well positioned to supply even more discerning customers – corporate and individual – our flowers, plants and bouquets.
“They are so realistic, with botanical correctness, that it is hard not to resist smelling them. The added benefit is that they do not need replacing on a weekly basis but can be added to, creating new, fresh arrangements.”
He added: “I’m grateful to the teams at Azets and Flint Bishop for providing professional advice on the acquisition and I look forward to growing The Faux Flower Company brand, and building on the superb work done by Janey over the past decade or so.”
