Alphagreen Group acquires 96North – a 100% natural aromatherapy brand

Dec Connolly Editor

Email business@thebusinessjournal.co.uk

Alphagreen Group, a house of brands focused on the health and wellness e-commerce sector, has acquired organic aromatherapy candle brand 96North.

96North is a US-grown brand that recently expanded into the UK. They have been selling on the Amazon platform since 2020 and rank in the top 1% of jar candles. Alphagreen Group has a growing portfolio of brands within the wellness niche, and this acquisition is the first stage in expanding into the aromatherapy market. 

96North has scope for huge growth potential as the brand has seen a steady 50% yearly growth since 2021. With an increase in stock and marketing spend, which Alphagreen were keen to provide, the brand can successfully scale on Amazon and within other channels. Since the acquisition, 96North has doubled in the number of customer reviews on the Amazon platform, which is a vital algorithmic element for organic ranking.

With a focus on the key wellness consumer focus areas of sleep, pain, and anxiety, the aromatherapy niche is naturally a sector of interest for the house of brands. Alphagreen is also committed to providing sustainable and environmentally safe products to answer the ethical requirements of the modern wellness consumer. The group has a pipeline of new products to be launched to extend 96North’s presence in the aromatherapy market including Reed diffusers, mists and several more.

Alphagreen Group’s growth optimisation service arm NUOPTIMA is the driving force behind Alphagreen’s brand acquisition and incubation strategy. The team has already helped just under 100 brands deliver improvements and revenue growth on Amazon and platforms such as Google, Facebook and Tik Tok. Fulfilment operations in the UK and Europe will allow the brand to further scale its DTC and omnichannel presence in the US, UK and EU markets.