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Personal care appliance maker Helen of Troy Limited entered into a licensing agreement with Mascolo Limited of the United Kingdom for the use of the Toni & Guy brand name, known for its salons and hair care products.
Helen of Troy will introduce hair care appliance products under the Toni & Guy brand name, including hair dryers, straighteners, stylers, tongs, and male grooming hair care appliances. Initial marketing will start in the United Kingdom, followed by Western Europe and portions of Asia, with product shipments to begin during the third fiscal quarter.
Through its salon and wet goods products, Toni & Guy hold a presence and strong brand identity in 35 countries, according to Helen of Troy. In the United Kingdom, the Toni & Guy brand is strong in the high-end market, where it is said to have a reputation for quality combined with the pursuit of cutting-edge modernity.
Gerald J. Rubin, chairman, CEO and president of Helen of Troy, said the company's United Kingdom office will manage the Tony & Guy appliance business.
"Helen of Troy is excited to bring the Toni & Guy brand into our portfolio and provide the rapidly growing youth and fashion markets with cutting edge electrical hair tools," Rubin said. "In the United Kingdom the positioning of the Toni & Guy brand will complement all of our other branded product offerings, providing a full range of products for our retail partners."
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