Pharmacy Daily | Hiro Brands expands product range

FLEDGLING Australian consumer goods company Hiro Brands has announced plans to introduce a host of new personal care, cosmetics, and household care products to the local market.

The business, which was formed by BRC Capital when it acquired Heat Group and Aware, is on a trajectory towards an ASX listing, after recently raising $10 million in capital from institutional investors.

Hiro already boasts an extensive range of leading consumer brands and a wide distribution network via the acquisitions, which include Organic Choice, Aware Sensitive, MUD (Make-Up Design), Billie Goat, ulta3, Medi Manager, Fleurique, Orange Power, Actizyme and Trix.

It also contract manufactures for brands such as Thankyou, Redwin and Redken, as well as products for Coles, Aldi and Kmart.

Hiro's products are currently sold in more than 7,000 retail outlets around Australia, including supermarket, department stores and pharmacy groups such as, Chemist Warehouse, Priceline, Terry White, Guardian, Amcal, Pharmacy Alliance and Direct Chemist Outlets.

Hiro Brands CEO, Steven Chaur, believes the group's "better for you, better for the planet" products, which are sustainably made at its manufacturing facility in Dandenong South, will appeal to the Australian retail market.

Chaur, who has been at the helm of Hiro since Jan 2022, emphasised the importance of locally sourced natural ingredients and local manufacturing, in light of global supply chain disruptions.

"It's a $6.5 billion dollar market and Australian consumers want good Australian-made products".

"Hiro Brands has invested in over 800 unique product formulations together with our R&D lab and team of highly-qualified chemists.

"Together with our much-loved existing brands we'll be introducing new products from high-end cosmetics through to organic detergents."

Stockbroker MST Financial is currently pitching a potential listing to investors, according to the Australia Financial Review.