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HMT advised Whistl on its acquisition of Relish

By TBM Team
30 November 2021

HMT LLP, led by Partner Paul Read, Associate Director Corin Briault-Hutter and Assistant Manager Jack Arnold advised logistics specialists in e-fulfilment, mail, and parcels Whistl on their acquisition of Relish, an FMCG product sampling specialist from Kin and Carta plc, the international digital transformation consultancy.

Relish was founded in 2011 and has grown to be one of the leading product sampling agencies specialising mainly in the beauty and FMCG sectors. It enables brands to target consumers through matching them with synergistic partners - for example, by placing a sample for a perfume brand within an online fashion delivery. Its customers include ASOS, BakedIn, Craft Gin Club, Deliveroo, Estee Lauder, Edgewell, Ferrero, HelloFresh, Missguided, and PrettyLittleThing.

Through this acquisition, Whistl is able to expand the range of channels available to its customers when planning its in-home sampling campaigns. Relish will remain as a standalone brand with its 20+ team, led by Managing Directors Natalie Betts and Jonny Hall. The company will report into Mark Davies, Managing Director of Whistl Doordrop Media, the UK market leaders in audience targeting and leaflet services.

HMT, led by Paul Read, Corin Briault-Hutter, and Jack Arnold undertook financial due diligence for Whistl on this transaction.

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