Komerz, an omni-channel commerce platform, has acquired UK-based natural haircare brand NOUGHTY from KMI Brands, marking its entry into the beauty and personal care category.
The acquisition is valued at £6.4 million (approx Rs 74 crore) and comprises a combination of cash and stock. It is the latest in a series of acquisitions completed by Komerz, which the company says are collectively valued at more than £50 million (approx Rs 580 crore).
Founded in 2016, NOUGHTY is a UK natural haircare brand with direct-to-consumer operations, retail distribution across marketplaces and high street stores, and an international presence that includes India.
According to the company, the acquisition aligns with its strategy to expand its portfolio of consumer brands and strengthen its technology-driven commerce platform. Komerz said it plans to support NOUGHTY’s growth through its AI-powered operating system, which is designed to assist with areas such as consumer insights, demand forecasting, channel management, and market expansion.
According to the company, the acquisition is part of its broader strategy to acquire both consumer brands and technology capabilities. Previous acquisitions include Great Wines Direct, Pathformance Technologies, and Glassbox.
Siddharth Shankar, Chief Operating Officer at Komerz, said, “Beauty is where many of the most important shifts in modern commerce are happening. Consumers can discover a product from a creator on another continent, purchase it through a marketplace, subscribe directly from the brand, and expect a consistent experience throughout. NOUGHTY is a powerful example of the kind of brand we believe will thrive in this environment, purpose-led, digitally native, and deeply connected to its consumers.”
He further added, “But this acquisition is about more than entering a new category. It reflects our conviction that the future of consumer commerce will be shaped by businesses that can seamlessly integrate technology, intelligence, distribution, and brand building into a single ecosystem.”
“The traditional boundaries between technology, distribution, brand ownership, and growth are rapidly disappearing. We believe the next generation of consumer companies will be built very differently from those of the past. Komerz has been built to bring these capabilities together into one intelligent commerce ecosystem, where brands can scale globally with the support of AI, data, and operational expertise. The acquisition of NOUGHTY is another significant step towards that vision.” Shankar added.
