While proud of our history – it is the work ASCO does today, tomorrow and next years that creates a future.
African Sales was appointed to manage the Fragrance business of Amouage which is sold exclusively in Skins doors.
New Brands were Innisfree as a second K Beauty, Geske , a pioneer in Beauty Tech and Creed for Skins.
Ruramai Munyaka is appointed as ASCO Chief Financial Officer.
African Sales acquires the South African affiliated business of Groupe L’Occitane as a going concern under a license that continues through the Company’s 100th year.
The acquisition brings on board L’Occitane’s South African management team for wholesale, retail and B2B in hospitality products.
The leases of twelve L’Occitane stores in top Malls and the online store https://za.loccitane.com are ceded to African Sales Retail.
Loewe Fragrances from LVMH joined the Select Division.
Montale came on board for Skins.
Benefit converted from a service agreement to Distribution in its own division in Midrand.
On May 27th, 2022, in partnering with Kendo Brands, African Sales Distribution and Nuance-SSA launched, through selected retailers, Fenty Beauty and Fenty Skins simultaneously in South Africa, Namibia, Botswana, Zambia, Zimbabwe, Kenya, Angola, and Ghana.
Bringing Fenty inclusively to Africa through a Pan African launch was a Beauty category FIRST.
Social media registered 150 million impressions in the launch week.
In April 2020, under Covid lockdown conditions, a partnership was formed with CAVI and other investors, for a multi beauty brand, open plan, modern perfumery store focussing on emergent Indie colour and skincare brands with prestige and luxe fragrances. The business was called ARC Stores. The Sandton City flagship and an ecommerce site opened in June 2021 with staff and customers in face masks and avoiding close contact. ARC today has achieved an impressive market share with 11 doors and expansion plans into regional Malls . - ASCO's first Korean Beauty Brand, Erborian, belonging to the L'Occitane Groupe, joined the Select Division.
The year started with all Divisions on track to meet targets.
In April the Company closed for four weeks during Covid 19 national lockdown. The pandemic effect accelerated winds of change already underway.
Trading resumed under strict health protocols in RSA and SSA markets.
The cost base and distribution network were realigned to reflect new realities.
Remote working and meetings through Teams and Zoom continued through the year, with partial office attendance.
A direct to retail agreement was signed with Clive Christian Perfumes.
A distribution agreement was signed with Molton Brown, a London bath and beauty and fragrance creative house honoured with Royal Warrants.
A 50/50 merger took place between ASCO-SSA and Cadco Zimbabwe to form Nuance-SSA.
African Sales Company has registered a new business entity called African Sales Retail (Pty) Limited to house its retail interests.
African Sales Retail has partnered under license agreement with Dutch-based artisan retail group Skins Netherlands.
ASCO took a bold new step by launching its first brick and mortar retail venture, Color Café in Lusaka, Zambia. Color Café was established to bring an original, exciting and experiential retail experience to customer in Sub-Saharan Africa.
In 2014, Cecilia Makua and Vijay Naicker and Max Priebatsch were appointed as Directors of ASCO. Ruramai Munyaka joined the board in 2025.
2014 saw a Service Agreement signed between ASCO and Benefit Cosmetics, with their marketing offices housed in the Cape Town regional office.
In 2013, ASCO embarked on an undertaking to design and build a new custom-built head office and distribution centre. Construction commenced in 2013 and in late 2014 the company relocated to its new premises in Midrand, Johannesburg.
In 2010, distribution agreements were signed between ASCO and Dior, through PCDO – Parfums Christian Dior Orient FZCO – the Affiliate of Christian Dior in the United Arab Emirates. As a result, a new trading entity, Vendome, was established to represent the specific interests of PCDO in Southern Africa.
In 2008, distribution agreements were signed between ASCO and blackIUp. black|Up was the first premium cosmetics brand designed for black and mixed race skin shades.
In 2004, distribution agreements were signed between ASCO and LVMH fragrances – the perfumes and cosmetics division. Louis Vuitton Moët Hennessy is a global luxury goods conglomerate, headquartered in Paris, France.
1994 saw a Distribution Agreement being signed between ASCO and Procter & Gamble Prestige Beaute, the fine fragrances and cosmetics division within the American multinational consumer goods giant. This was a game changer that gave ASCO scale. The connection flourished with Hugo Boss as the brand leader until the business was sold to Coty in 2014.
In 1993, a Distribution Agreement was signed with EuroItalia for Dolce and Gabbana. When EuroItalia' s D&G relationship ended in 2008 , the agreements was changed to represent the House of Versace.
In 1992, a Distribution Agreement was signed with EuroItalia for Dolce and Gabbana. When EuroItalia' s D&G relationship ended in 2008 , the agreements was changed to represent the House of Versace.
In 1986, distribution agreements were signed between ASCO and Puig, a third-generation family-owned fashion and fragrance business based in Barcelona, founded in 1914 by Antonio Puig, for their house brand Quorum.
The 1980's were turbulent years as South Africans of all racial groups and democratic ideals struggled to end the apartheid system. This led to a Government of National Unity under President Nelson Mandela in 1994 and a model Constitution in 1996 enshrining the dignity, civil rights, and equality of all South Africans.
In 1962, distribution agreements were signed between ASCO and Mäurer & Wirtz, a German manufacturer of personal care products and perfumes established in 1845.
On Victory in Europe Day May 8th 1945, Richard Priebatsch sailed from Cape Town to New York via a thirteen week journey up the Americas. He arrived on August 14th in NYC which was Victory over Japan Day. Richard made contact with Richard Salomon, owner of Charles of the Ritz and Alexandra de Markoff. They became close friends and business partners for Charles of the Ritz and Alexandra de Markoff and later in the 1960's for Parfums YvesSaint Laurent. Richard also signed distribution agreements for Southern Africa on that lucky trip with Parfums Molyneux, Schiaparelli and Christian Dior.
Forced to escape from their ancestral home in Berlin, Germany from Nazi persecution, ASCO was founded by brothers Herbert and Richard Priebatsch in 1936, while a third founder, Siegfried Frankel, also from Germany, provided the starting capital of £5,000, which still reflects in the balance sheet as R10,000.
