Handstands partners with Custom Accessories Europe and FPS to expand UK Presence

The new partnership is certain to help bring the full portfolio of Handstands Air Fresheners to the UK market.

Draper, Utah USA - (February 14, 2014)
American Covers, Inc (d/b/a “HandStands”) the #1 selling brand of car air fresheners in the USA, today announced a new partnership with Custom Accessories Europe, Ltd (“CAE”), a well established marketer of branded automotive and cycle accessories throughout the United Kingdom.

Founded in 1983, HandStands designs and markets automotive air freshener products through the Refresh Your Car!®, DRIVEN® and Bahama & Co.® brand names, among others. HandStands sell products across a diverse group of several hundred domestic and international customers. The Company's primary channels of distribution include the mass market, automotive aftermarket, value and food/drug channels, as well as key distributor partners. 

As evidence of HandStands' robust patented portfolio, the Company is highly focused on driving incremental growth in its category through new product design and innovation. Delivering high quality and differentiated products, at an attractive consumer value proposition, has allowed HandStands to achieve #1 domestic market share according to the NPD Group. HandStands' new designs have been particularly influential in the vent, novelty and can/tin segments of the category, each of which has outpaced industry growth.

HandStands' CEO Chris Anderson stated: “Since our founding in 1983, HandStands’ ever-present focus on innovation and the consumer experience has allowed us to become the leading manufacturer of car air fresheners in the USA. With the new CAE partnership, we are now poised to bring our winning combination to the United Kingdom with a partner that has become a respected industry leader in that market.” 


Simon King, CAE Director, stated, “CAE is delighted to be forming this partnership with HandStands with whom we share a similar vision for the car air freshener category. CAE’s strength in brand management positions the company perfectly to develop the HandStands product portfolio in the UK. Alongside CAE’s existing programs it will allow us to offer the customers a total solution for the Car Air Freshener category.”

CAE, founded in 1992 has successfully grown a portfolio of brands which it represents including Michelin, Energizer, Disney, Hello Kitty, and Jelly Belly. CAE markets via the leading high street, supermarkets, specialist retail, catalogue shops, and mail order companies. In 2011 CAE outsourced their logistics to a specialist distribution company FPS in order to focus its attention on sales and marketing.