Business Matters
Article by Alex Fox | Published in 2024
From February 5, 2024, Sweet Squared, UK-based professional nail, hair and beauty distributor, is thrilled to embrace the addition of Footlogix, Artistic Nail Design, Famous Names, Belava, and Footsie to its esteemed brand portfolio. This strategic move follows Sweet Squared securing the distribution, education and support rights for these brands from its industry colleagues at Louella Belle. “Our unwavering commitment to providing best-in-class products, services, and education to professionals like yourself drives us,” enthuses Samantha Sweet. “Through this collaboration with these exceptional brands, we see an exciting opportunity to elevate the level of service we provide to salon professionals and their clients. “We extend heartfelt gratitude to Jamie and Darren Crook, alongside the entire Louella Belle family for their dedicated efforts in nurturing these brands in the UK and Ireland over the past few years. With gratitude, we receive these brands in excellent condition, and we convey our deepest love and respect to everyone at Louella Belle.”
Jamie and Darren Crook of Louella Belle, express, “It’s been a pleasure to partner with Footlogix, Artistic, Famous Names, Belava, and Footsie over the years. We are immensely proud of growing these brands and feel that now is the perfect time for our friends at Sweet Squared to take them to the next level while we focus on other new and exciting opportunities. “We’ve known Samantha and Samuel Sweet for over 20 years and the reputation they’ve built within the nail industry is second to none. We are confident that our customers will benefit from their outstanding service, product ranges and education for which Sweet Squared is so well known. “Finally, we would like to pay tribute to our late mother and founder of Louella Belle, Lisa Crook. We know that she will be looking down, excited to watch the brands continue to grow in their new home!”
Samuel and Samantha Sweet are equally excited, as Samuel states, “We are a company founded for and dedicated to the professional. We are beyond excited to start serving our patented ‘love and respect’ to the professionals devoted to these brands.”
With new opportunities on the horizon and a growing fulfilment business, the decision to entrust the brands to Sweet Squared, industry friend and competitor for over two decades, was a natural one for Jamie and Darren Crook. The team at Sweet Squared consistently seeks ways to enhance its service to professionals, and the inclusion of additional brands from Louella Belle presents an exciting chance for salons and clients to explore new and complementary systems and treatments. This acquisition also introduces Louella Belle’s professional customers to brands that Sweet Squared has already successfully embraced, creating a mutually beneficial situation – a true win-win.
