LONDON — The Shiseido Corp. has merged its U.K. business into Decléor U.K. Ltd. in a bid to increase market share of the Shiseido brand in the U.K.

David Lieber, group managing director of Decléor U.K. and Carita U.K. — both of which are controlled by Tokyo-based Shiseido — will oversee the new business and has made new appointments to his team. London-based Decléor U.K. Ltd. is responsible for marketing and sales of the Shiseido, Decléor and Carita brands in the U.K. effective Sept. 1.

Lieber has named Hilary Dart, who was formerly president of Calvin Klein Cosmetics, as a consultant to the Shiseido brand. Nicola Stott, former director of sales at Elemis, will join Decléor U.K. as director of sales and marketing.

Dart’s four-year tenure at Calvin Klein Cosmetics ended last fall when Unilever’s three business entities for prestige beauty — Calvin Klein Cosmetics, Unilever Prestige and European Designer Parfums — were merged into Unilever Cosmetics International. Before joining Calvin Klein, Dart was one of the most respected retailers in Britain, having held beauty and fashion buying positions at Selfridges for 16 years.

“We have a great team on board, and are in a better position than ever to grow the Shiseido business through carefully chosen outlets in the U.K. market,” stated Lieber. “Our aim is to increase our market share and to be market leaders, while further improving our commitment to the quality of service we offer our distribution partners.”

Lieber, who brought Decléor to the U.K. in 1974, started nationwide distribution of the brand in 1983 and has grown the business to annual turnover of 14 million pounds, or $22.89 million at average exchange rates for 2003.

In January, Decléor SAS acquired Decléor U.K. and Carita U.K. as part of a global development strategy under the Shiseido group of companies.

Decléor is wholly owned by Shiseido. Decléor U.K. has 900 points of sale for both the Decléor and Carita brands in the U.K., including 33 in department stores. The company employs 175 people.

This story first appeared in the September 8, 2004 issue of WWD. Subscribe Today.