Bell Flavors & Fragrances steps up APAC growth in Malaysia

By Natasha Spencer

- Last updated on GMT

Bell Flavors & Fragrances launches in Malaysia
Personal care and fine fragrances provider, Bell Flavors and Fragrances, launches its latest location in Malaysia.

Malaysian aim

Bell Flavors and Fragrances, which creates fragrances for hair care, skin care and perfume products, introduces its latest expansion into the Asia-Pacific (APAC) fragrance market, with Bell Flavors & Fragrances Malaysia Sdn Bhd.

James Heinz, President and CEO of Bell Flavors & Fragrances and Ted Sawicz, CFO, of the company were accompanied by key executives from its Singapore arm to celebrate the opening of the Malaysian sales branch.

Global efforts

With eleven manufacturing facilities around the world to date, the company develops flavours, fragrances, botanicals and specialities, chemicals and compounds, including those for the naturals market.

Situated in the Malaysian capital of Kuala Lumpur, the leading fragrance name hopes its new Malaysian location will support existing companies in APAC by enabling brands to use their technology and innovations, along with their sales and marketing networks.

Upcoming plans

Following the October 2016 acquisition of Sillage Aromatique​, a Singaporean fragrance manufacturer, from Nardev Chemie, Bell has been collaborating with Sillage Aromatique to help form and build the company's sales and warehousing capabilities in Southeast Asian markets including Malaysia, Indonesia and Thailand. 

The organisation has set its sights on building its Singapore base, with plans to deliver its flavour creations, applications and manufacturing capabilities in the coming years.

The company also cited Vietnam and Myanmar as core target markets within the APAC region, as Bell Flavors and Fragrances makes plans to build its loyal fragrance consumers in the Eastern marketplace and the wider globe.

The Malaysian hub will act as a sales office, along with warehousing and local delivery capabilities. A satellite sales facility will also be positioned in the country’s northern state of Penang to support sales and delivery capabilities in Malaysia.

As part of its expansion strategy in APAC, Bell Flavors & Fragrances hopes to finalise the acquisition process by the end of this year by creating sales stations in Indonesia and Thailand.

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