Tuesday 7 April, 2020

MDS revamps consumer division, adds new brands

These products join the recently launched ‘Beauty Brands by MDS’ portfolio that strengthens MDS’ position as an across-the-board distribution company.

These products join the recently launched ‘Beauty Brands by MDS’ portfolio that strengthens MDS’ position as an across-the-board distribution company.

Medical Disposables and Supplies (MDS) has embarked on a major overhaul and expansion of its Consumer Division in an effort to build the business by accessing additional opportunities.

The company said it is marking its 21st year with the addition of brands that would take it into major retail outlets not accessed by the current offerings.

“Continuing our strategic drive for diversification and expansion, we have invested in widening our product range in our Consumer Division. This has allowed us to explore additional channels of distribution in other areas such as beauty products and household items,” explained Kurt Boothe, General Manager of MDS.

New brands include US skin-care line, Tree Hut, which sets itself apart by infusing certified organic Shea – one of the most effective natural moisturizers – into each product.

Tree Hut Shea Sugar Scrub

After 65 years in the children’s products industry, Baby Magic has recently rebranded in keeping with modern trends. The line comprises baby lotions, gels, oils as well as a 2-in-1 wash and moisturizing lotion. Baby Magic joins MDS other children’s brands such as Aquafresh Kids and Children’s Panadol, with Olive Babies next in line to join the fold.

Another addition, Hawaiian Silky, is a line of hair products that enhances the manageability of hair. The Hawaiian Silky Miracle Worker brand was created based on the success of the Hawaiian Silky 14-in-1 product.

To add to its hair care lines that specifically nourish and promote healthy hair, MDS has included the Wonder Gro line.

These easy to use hair care products are infused with tried and true ingredients including Jamaican Black Castor Oil, Coconut Oil, Argan Oil, Hemp Seed and Bergamo. They include hair and scalp conditioners, oils, edge products and a growth oil with an industry-wide reputation of ‘working wonders’.

Tree Hut body wash

These products join the recently launched ‘Beauty Brands by MDS’ portfolio that strengthens MDS’ position as an across-the-board distribution company.

“The principle of diversification highlights the old cliché of not putting all your eggs in one basket. It allows us to spread our risk while entering other areas which open our options for growth,” Boothe added.

“These new additions are a result of direct relationships with partners overseas. While we have assessed our options, there are no plans for manufacturing or production this year. We are in talks with a few other brands, but will place our immediate focus on our new releases and strategically introduce others going forward."

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