PE-backed ScentAir buys fragrance branding company Brandaroma

ScentAir, which is backed by Parthenon Capital Partners, has acquired fragrance branding company Brandaroma. No financial terms were disclosed.


CHARLOTTE, N.C., March 6, 2017 /PRNewswire/ — ScentAir, the global leader in scent marketing, has acquired Brandaroma, a significant player in the fast-growing market for ambient scent marketing solutions. Brandaroma has major operations throughout Asia, with particular strength in Hong Kong, Macau, Mainland China and Australia, as well as in the United Kingdom and the United States. In the US, Brandaroma’s scent services are marketed under the AromaSys brand name.

“For over 20 years, ScentAir has invested in the right people, customer service and cutting edge technologies to continually provide comprehensive best-in-class scent marketing solutions for our customers,” said Andrew Kindfuller, ScentAir President and CEO. “The Brandaroma acquisition will further extend our position as the global market leader in this exciting industry and will make ScentAir faster, stronger and more responsive in order to better support our clients all over the world.” The acquisition is supported by ScentAir’s equity sponsor, Parthenon Capital Partners, a leading mid-market private equity investor in technology-enabled business services.

Based in Charlotte, NC, ScentAir services customers in 109 countries with global sales, distribution and service operations throughout North and South America, Europe, the Middle East and Asia. Brandaroma/AromaSys has long standing experience with world class global brands in hospitality, gaming, retail and service industries. “By combining Brandaroma’s product offerings and years of industry expertise with the technology, reach and resources of ScentAir we will further expand our service footprint and accelerate our growth,” remarked Brian Edwards, ScentAir’s Chief Revenue Officer.

About ScentAir
ScentAir creates over five billion enduring consumer scent impressions each year. Based in Charlotte, NC, ScentAir serves all types of businesses in 109 countries. It is the largest and most experienced scent marketing company in the world. The company also has corporate offices in Hong Kong, Shanghai, Macau, Toulouse, London and Madrid and has a local presence in more than 70 countries.

About Parthenon Capital Partners
Parthenon Capital Partners is a leading mid-market private equity firm based in Boston and San Francisco. Parthenon utilizes niche industry expertise and a deep execution team to invest in growth companies in service industries. Parthenon seeks to be an active and aligned partner to management, either through recapitalization transactions or by backing new executives. Parthenon has particular expertise in business services, financial and insurance services and healthcare, but seeks any service, technology or delivery business with a strong value proposition and proprietary know-how. Parthenon’s investment team has deep experience in corporate strategy, capital markets and operations, enabling the firm to pursue complex, multi-faceted value creation opportunities. For more information, visit