After conquering the US, Australia's Naturalena Brands comes home - Inside FMCG

After conquering the US, Australia’s Naturalena Brands comes home

Australian firm Naturalena Brands is expanding within its home territory following the release of its feminine hygiene brand Veeda in Woolworths stores throughout the country last month.

The company’s products – natural organic baby and femcare items – have proved popular with the US market, with Veeda currently that market’s second most-popular brand in its category.

Naturalena Brands expects to post revenues in excess of US$71.44 million this year, partly as the result of increased demand for its product range during the Coronavirus pandemic.

“We initially focused our efforts on the US market,” says Naturalena Brands founder and global CEO Adrian Forsyth. “We had seen success in smaller US regional areas, by certain natural organic feminine care brands and we felt we could take this to a much larger scale and larger retail base in the US and South America.”

A further range of Naturalena’s products are set to launch in Woolworths this month.

“In the six years since we started selling, we’ve expanded into over 30 countries with both retail and online distribution,” said Forsyth. “Naturalena has more than 30,000 points of distribution worldwide with more locations within 50 miles of Manhattan than supermarkets in Australia.”

The company has reported close to 100-per-cent growth each year for the past five years straight, on a run that has seen the appointment of American actress Hilary Duff as chief innovation officer as well as taking an ownership stake in the firm.

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