Consumer goods brand PZ Cussons has acquired Childs Farm, the market-leading brand in UK baby and child personal care.
Childs Farm makes naturally derived bath, shower, skincare and haircare products for babies and children widely available in supermarkets – including the Big 4 – and drug stores.
The brand is expected to compliment PZ Cussons Baby and Hygiene categories. In addition, the group will leverage its brand-building capabilities to improve Childs Farm’s UK leadership position, while also looking to capture its “significant” international potential.
PZ Cussons now holds a 92% interest in Childs Farm for a total consideration of £36.8 million, with an agreed path to full ownership by the end of May 2025.
“I am incredibly proud of the brand that Childs Farm has become, and what the team at The Barn have achieved to bring natural, sustainable sensitive skincare to the little ones of Britain and beyond,” Childs Farm chief executive Joanna Jensen said.
“It is clear to me that in PZ Cussons, with our shared vision for the brand and cultural fit, we have found a fantastic partner, and the team and I look forward to working with them to take the business to the next level.”
PZ Cussons chief executive Jonathan Myers added: “Childs Farm is a clear leader in sustainability, demonstrating that we share a strong ethos, as PZ Cussons journeys towards our own B Corp ambition.
“We look forward to welcoming Childs Farm to the PZ Cussons family as a must-win brand, and to driving the next stage of its growth both in the UK, and beyond.”