NEWS EXTRA
Acquisition Alert!
Bryony Dyer, managing director of Dexam, spoke to Housewares Magazine about the business’ acquisition of wine accessories and barware company, CellarDine.
Please introduce yourself. I’m Bryony Dyer, managing director of Dexam. I have been in this role since January 2016 but have worked for Dexam for 28 years.
Tell us how talks of the acquisition of CellarDine came about. Like so many of these things, it all started with a conversation at a trade show, a meeting of minds and similar ethos, which then evolved into more serious discussions. Peter Dunne, founder and major shareholder of CellarDine, had realised that the best way to re-maximise the potential for this great brand was for it to be looked after all under one roof as opposed to a more hybrid method of bringing product to market. Dexam provided this solution.
What was the reason behind the acquisition? We had been looking to expand our collection to include barware so the timing of the conversation with CellarDine worked extremely well. To acquire a well-established and respected brand has ensured that our journey into this sector is much quicker than developing and sourcing a range from scratch.
How will the acquisition bolster Dexam’s offering? It will enable us to embrace another category and open doors into retail partners that we have not had exposure to previously. Additionally, the
international potential is significant and we look forward to growing our business in these new environments.
What are the benefits of the acquisition to CellarDine’s customers? Dexam are an award-winning company within the housewares industry and are well known and respected for excellent customer service. We will bring this to all of the CellarDine customers but will also be able to introduce the Dexam customers to the CellarDine wine and bar accessories. With our 48-hour delivery service and £200 carriage paid there are no obstacles to our customers to add these to their next order.
What is the future of CellarDine under Dexam’s ownership? What are your plans for the business moving forward? It is very early days and the whole team are still learning about the range and the unique products. We do plan to refresh the offering and will be adding new lines to the ‘CellarDine by Dexam’ family so watch this space. We also feel that there is room to update the packaging, bringing it into the brand image of Dexam and to ensure it stands out even more on retailers’ shelves.
8 | January/February 2024
housewareslive.net
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