THE CHALLENGE
A distributor operating under a major fragrance brand across France, Germany and the Netherlands wanted to grow revenues by launching their own private label air freshener range alongside their branded portfolio. Previous attempts to source private label had failed: no single supplier could provide a comprehensive product range while also managing the full CLP hazard documentation, Safety Data Sheets and UFI registration that are non-negotiable for Western European retail and B2B buyers.
THE SOLUTION
Elix offered a complete private label programme — standard product formulations adapted to the client’s brand requirements, supported by a full EU regulatory package: CLP classification, SDS in the required languages, and UFI codes for every SKU. Unusually, Elix reversed the conventional supplier process by leading with price negotiation before sampling, ensuring full commercial alignment before any investment in customisation. This approach cut the total project timeline significantly and built trust early.
RESULTS
The client launched a private label range that complemented — rather than cannibalised — their existing branded portfolio. The two lines targeted different price-point segments: buyers favouring brand recognition stayed on the premium range, while price-sensitive buyers chose the private label alternative. The result was a meaningful increase in overall category turnover without internal brand conflict, driven by Elix’s willingness to structure the deal commercially before investing time in customisation.
WHY THIS MATTERS
This case demonstrates Elix’s ability to serve as a one-stop private label partner — product range, regulatory documentation, and commercial flexibility — for distributors operating across multiple Western European markets. If you need the full package, not just the product, let’s talk.
“No other supplier could deliver the full package — the products, the CLP paperwork, and pricing that actually worked for retail. Elix gave us everything we needed to finally make our private label range a reality.”
— Commercial Director, Fragrance Distributor — France / Germany / Netherlands
