Leeds-based car fragrance brand Carfume has been acquired in a multi-million-pound deal by FRSH Scents Ltd, a subsidiary of international consumer goods firm Simply Brands.

The transaction unites Carfume’s designer-inspired products with FRSH Scents’ impulse and novelty vent clip ranges. The acquisition is intended to accelerate Carfume's international distribution by leveraging the established infrastructure of Simply Brands across the UK, Europe, Asia, and North America.

Carfume, which specialises in premium automotive fragrances, has established listings with major UK retailers. Under the new ownership structure, the combined entity aims to expand its market share by utilising existing supply agreements with global retailers including Halfords, Walmart, Aldi, and Costco.

Sean Mallon, owner of Carfume, said: "This is an incredibly exciting new chapter for Carfume. We've built a brand that customers genuinely love, and joining forces with FRSH Scents, a brand that shares our energy and is disrupting the category in its own right, feels like a perfect fit. Two leading air freshener brands, both growing fast, now pulling in the same direction.

"With FRSH Scents and the wider Simply Brands group behind us, we have the platform, infrastructure and international reach to take Carfume to the next level globally, while staying true to everything that has made the brand stand out."

Ollie Page, of FRSH Scents and Simply Brands, said: "Carfume and FRSH Scents sit together exceptionally well, two of the most disruptive, high-growth brands in the air freshener category, with complementary strengths and a shared ambition to challenge the status quo. This is exactly the type of acquisition we look for, not a bolt-on, but a genuine strategic fit.

"The Carfume team have created something truly unique, combining premium branding, innovation and strong retail execution. We see enormous global potential for the brand and look forward to supporting its continued expansion across Europe, North America, Asia and beyond."

Carfume will continue to operate from its current UK base, retaining its existing workforce.