Perth, Australia, 25th November, 2009 - Wild Child has scored a major coup in the lucrative US market, signing a distribution deal with natural health-care giant Hyland's to allow the West Perth company to expand its presence in the country fourfold.
Wild Child products, which grew out of single mother Leanne Preston's decision to make her own natural treatment for head lice in 1997, has expanded its distribution reach to 10,000 stores since entering the US market two years ago.
But under the deal with the 104-year-old Hyland's, Wild Child hopes to have its brands rolled out across the 40,000 stores where Hyland's has a presence - including Wal-Mart - over the next 12 to 18 months
It will also allow the Wild Child portfolio to be expanded across a range of natural baby and child-care products manufactured by Hyland's, which will be rebranded with the Wild Child livery.
Wild Child makes a range of baby and child-care products but most brand recognition has focused on its flagship Quit Nits range.
The companies will collaborate on research and development.
Ms Preston would not disclose financial terms of the deal yesterday but said it represented a "huge opportunity" for the company, which counts Austal chief Bob Browning among its backers.
"The public acceptance of natural therapeutic products in the US lags a little behind Australia and Europe so the opportunities for growth are huge," she said.
"While we were happy with our existing US market share, the deal with an established player like Hyland's has allowed us to increase our penetration by a quantum leap."
Wild Child has a presence in Europe where it manufactures mostly private-label products for the three biggest retailers in the region.
Ms Preston said the natural health-care market had been relatively unaffected during the economic downturn and Wild Child's sales had continued to grow strongly during the year.
"I think the pharmacy industry as a whole has survived the global financial crisis and has probably fared better than most other industries," she said.
Wild Child prices its products slightly below the market leader to encourage customers to switch to natural products.
Wild Child website - http://www.wildchildonline.com