Wet n Wild Headed for Germany

Cosmetics brand wet n wild has signed a deal with DMV Diedrichs Markenvertrieb to launch the brand in Germany.

The expansion comes opn the heels of its recent announcement of singer and pop culture icon Fergie as the brand’s global beauty ambassador.

Wet n wild is planning for its new products, packaging and fixtures to arrive in stores in May. The collaboration targets drug and mass retailers.

“DMV is the perfect partner for wet n wild, as Germany is the next logical target for the brand’s global expansion” said Bill George, president and chief operating officer, Markwins Beauty. “The German economy is the largest in Europe and German women are amongst the top consumers of cosmetics. Our mix of quality, fashion and value resonates with these customers, and in DMV, we have a partner that knows the market and can deliver the support that retailers and consumers need.”