A new company, Mistral Brands, has been set up by John Bott, former marketing director at Dexam.
Mistral will represent a number of companies wishing to increase their presence in the UK.
The company’s initial partners will include Bovictus, the Danish company whose brands include Zone, Aristo and Be on Fire, and leading Swedish cutlery manufacturer Gense. Completing the line-up is Kalasform, also from Sweden, whose high-quality paper baking cases claim to bring glamour to this sector. It has also launched a new range featuring The Moomins.
“The decision to set up my own company was driven by the support and encouragement that I received from suppliers, customers and my own family when I left Dexam,” said Bott, “and by the clear opportunity that exists to bring good quality products with a point of difference into the UK.
“I’m delighted to be working with Bovictus, who already have a presence in the UK, and whose diverse product range offers opportunities across the whole retail spectrum. The other two companies, Gense and Kalasform, have products which will be new to most UK customers, but both have great potential, as they’re leaders in their home market.”
He added that he expected to have an additional brand on board early in the New Year.
Bott left Dexam this summer following a management restructure at the company.