Coty has formed a new, wholly owned subsidiary in South Africa in order to direct, manage and fully operate all of its South African business as well as its business in 13 other African countries.

It’s the company’s latest strategic move, in an effort to continue to make strides in increasing its presence in key emerging markets.

Through a strategic agreement with long term partner Indigo Brands Proprietary Limited, a wholly owned subsidiary of AVI Ltd., Coty has secured Indigo and other subsidiaries of AVI as the exclusive manufacturer, distributor and marketer of Coty’s value brands. For the past 13 years, Indigo has served as the exclusive licensee of Coty’s mass brands in South Africa.

This new agreement will allow Coty to closely manage its business, give it more financial freedom to promote Coty mass brands sales growth and enable the beauty giant to increase its footprint in the region.

Michele Scannavini, CEO, Coty Inc., commented, “This enhanced operating agreement will allow us to drive growth in Africa. We have been very happy with our partnership with Indigo and look forward to working with AVI. Our 13 year history of successful collaboration is a positive sign of even better developments yet to come.”

Simon Crutchley, CEO, AVI, added, “AVI is pleased that its long term relationship with Coty has once again been extended. We are confident that the revised commercial terms between the parties will result in robust growth and innovation for the Coty brand portfolio both in South Africa and the broader African region.”