Charlotte, N.C.-based ScentAir, the world’s largest scent marketing company owned by private equity firm Parthenon Capital Partners, said it has acquired Brandaroma, a scent marketing specialist active in the UK, US and Asia.

In the US, Brandaroma’s scent services are marketed under the AromaSys brand name. Brandaroma/AromaSys has long-standing experience with world class global brands in hospitality, gaming, retail and service industries. The company’s Asian operations are primarily focused on Hong Kong, Macau, Mainland China and Australia.

“The Brandaroma acquisition will further extend our position as the global market leader in this exciting industry and will make ScentAir faster, stronger and more responsive in order to better support our clients all over the world,” said Andrew Kindfuller, ScentAir President and CEO.

“By combining Brandaroma’s product offerings and years of industry expertise with the technology, reach and resources of ScentAir we will further expand our service footprint and accelerate our growth,” said Brian Edwards, ScentAir’s Chief Revenue Officer.

Based in Charlotte, N.C., ScentAir serves customers in 109 countries with global sales, distribution and service operations throughout North and South America, Europe, the Middle East and Asia. The company also has corporate offices in Hong Kong, Shanghai, Macau, Toulouse, London and Madrid and has a local presence in more than 70 countries.

ScentAir’s patented scent delivery systems were originally developed by a former Lockheed Martin rocket scientist who had become a Walt Disney “Imagineer.” The first “Scent Blitz” was used to provide aromas for attractions and special events at Walt Disney World theme park in Orlando, Fla. Seeing potential in other applications, Fragrance Technologies was started in a garage in Windermere, Fla in 1994, designing engineered scent system for motion rides, military simulators and special theater exhibits.

In 2000, the name ScentAir Technologies was adopted as the company’s focus expanded to systems and services that were more easily deployed in retail settings. The aroma marketing revolution had begun.

In 2004, the company relocated to Charlotte, with additional funding from Connecticut-based venture capital firm Alerion Partners. In 2015, ScentAir was acquired by Boston and San Francisco-based mid-market private equity firm Parthenon Capital.



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