Siberian Wellness Takes Over Dahlia Factory – Expansion of Production, Twice as Many Employees and Construction of Logistics Center Planned

The international company Siberian Wellness, which produces health, sports and beauty products based on wild Siberian plants, has become the new owner of the Dahlia factory, which produces the Becollino and Hera brands and the legendary Brion shaving lotions and skin care products. The agreement worth EUR 15 million encompasses the value of the land, the production complex, the technology and the equipment, it was said at the media conference organized on the occasion of the acquisition.

– In the coming period, we intend to invest EUR 2 million in the infrastructure, primarily in ventilation and water installations. It is also important to us to establish the management of quality control and to get all the certificates, because ecology is very important to us. In the first quarter of the next year, we plan to double the number of the employees, because we intend to produce plenty of new products, and the next step is to build a large logistics center – stated Tatjana Gorohovska, the president of Siberian Wellness.

She also pointed out that the factory would continue producing under the Dahlia brand.

– When I learned about the history of this brand, I said that we were truly lucky, considering that, in 13 months, the company celebrates its 100th anniversary. Our professional challenge is for Dahlia to welcome its 100th anniversary in full glory – said the new owner of the Zemun factory.

She also announced the modernization of the image and the formulas of certain products, such as the Becollino baby cosmetics, which is to get 4 additional lines.

– Our aim is for our products to be as natural as possible. We plan to launch a special ethnic line with Serbian medicinal herbs, as well as a line of antioxidant and probiotic products, for facial skin care and internal use. We will also have cosmetics products with peptides and vitamin C, and we would also like to launch the production of makeup in Dahlia, the kind it used to have, as well as perfumes – said Gorohovska and added that the local production of certain Siberian Wellness products would be launched as well.

– We hope to bring back to Dahlia the reputation of a regional leader, but also make it known worldwide – she concluded. As Dragana Orlandic, the CEO of Dahlia, said, Siberian Wellness was founded in Siberia 26 years ago, it operates on three continents in over 60 states, and it has been present in the Serbian market for 10 years now.

On the other hand, the roots of Dahlia stretch back to 1924. The company’s first name was “Engleska drogerija Union”, and it was located in the Belgrade’s centermost area. This drogerie owned a laboratory, where its cosmetics products were made, but it also sold the most famous world brands of perfumes, creams and powders. At the time “Union” also owned a license of the English company “Elizabeth Arden”, whose products were filled and sold in Belgrade.

Bojan Zagar, the technical director of Dahlia, pointed out that the factory had a great production capacity, considering that it spread on 4,200 m2.

– There’s also great potential in the field of research and development, but also new technologies and markets. We are glad that a brand such as Siberian Wellness has recognized this and that they have chosen us to expand their production in this part of the Balkans. I am sure that this will contribute to Dahlia’s renaissance – Zagar said. He reminded for eKapija that, in 2008, Dahlia was acquired by Beohemija, which remained its owner until 2016, when bankruptcy proceedings were initiated, after which, in 2017, it was bought by the Swiss investment fund Batagon.

For our portal, Zagar said that the new owner from Siberia would keep all the employees and the whole management.

B. P.

Dahlia d.o.o. Beograd

Dahlia

Siberian Wellness

Tatjana Gorohovska

Dragana Orlandić

Bojan Žagar

acquisition

takeover

cosmetics

natural cosmetics

makeup

perfumes

production of cosmetics

Becollino

Hera

Brion

logistics center

logistics center construction

employment

Beohemija

Batagon