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Half Moon Bay Acquires Shruti

Contemporary home, gift and fashion brand, Shruti, formerly known as Junction 18, has been acquired by specialist licensed gift and home company, Half Moon Bay, in a deal announced at the Harrogate Home & Gift show.

The acquisition covers Shruti’s customer list, full product range, warehousing, offices, showrooms and operations for Shruti, which will continue to hold open weeks at its showroom in Warminster. Half Moon Bay will move its own showroom to this extensive site.

Half Moon Bay will serve as an umbrella company that maintains Shruti as a standalone brand. Under this arrangement, Shruti will still have its own design team and branded stand at trade exhibitions.

Shruti was founded by Michaela Davies, who will remain with Half Moon Bay as Head of Product, as part of the deal finalised on July 13. The acquisition enables Half Moon Bay to enter new markets and cross-sell both brands to new and existing customers.

The managing director of Half Moon Bay, Peter Thompson, worked at Junction 18 in the 1990s. Former Shruti MD, Chris Voisey, is stepping down from the business to pursue personal interests.