Vita Liberata secures contract with Boots

Antrim-based Vita Liberata has secured a new contract with Boots the Chemist which could result in around £700,000 worth of new sales.

The contract will enable Vita Liberata to sell its two hugely successful fake tanning products exclusively to the wider UK market through the Boots chain, whilst strengthening the brand's existing presence in the Republic of Ireland.

Entrepreneur Alyson Hogg established Vita Liberata at premises in Parkgate, Antrim in 2003. Commenting on the Boots contract, she said: "A contract with such an established high street name reinforces the reputation of our company and the quality of our product offering. Vita Liberata fake tanning products will now sit alongside key premium brands in Boots stores across the UK and Ireland, a move which will have a significant effect on our sales and brand positioning."

Ms Hogg believes the fake tanning products were selected because they are quite unique, with very strong identity in terms of packaging.

"Design has already had a positive impact on our business and is now an integral part of our forward growth strategy. Assistance from Invest NI helped me to design the Vita Liberata brand and develop new packaging, as well as market the entire range of products in new and existing markets. This support has been crucial to the ongoing growth of Vita Liberata and was certainly a factor in securing the Boots contract."

(SP)