Biddiscombe International, LLC: Dedication & Drive
by John P. Ribner (Island Sun Times - August 2007 issue)
Biddiscombe International, LLC is a tanning lotion and sunless product manufacturing company with a deep passion for its products and strong will to succeed.
Long a manufacturer of top-quality tanning lotions and sunless tanning products Biddiscombe International, LLC is also a very inspiring company that recently emerged from Chapter 11 bankruptcy a stronger, more productive version of its former self. During those trying times, the company also managed to release some of the exciting indoor tanning products that it’s become known for. With the worst well in the past, Biddiscombe International is now free to carry on with business as usual at its St. Petersburg, FL facility – which is good news for salon pros and tanners alike.
A New Beginning
The story of Biddiscombe International actually begins about 28 years ago when Claire Biddiscombe brought her formula for skin revitalizing cream, Max A, from France to the U.S. Biddiscombe Labs was founded in St. Petersburg, FL in 1979 as a producer of quality cosmetics. The company was purchased by former owner Steve Gayheart in 1998, and he expanded its operations to include design and production of nutraceutical products, nail products and, of course, tanning lotions and sunless solutions. After six successful years with Gayheart at the helm, he then sold the company to entrepreneurs John Melville and Peter Lewis on October 25, 2004. “We operated the company together – Peter handled the salon clients and marketing while I managed manufacturing and other duties – and that worked well,” John Melville said. “After one year, Peter decided to pursue other interests while I chose to stay at Biddiscombe because I am passionate about it and believe in it.”
Under Melville’s leadership, Biddiscombe and its salon clients have enjoyed a renewed focus. “It’s our goal to focus on our customers’ needs rather than just pushing product on them for the sake of making the sale,” Melville said. “To that end, we’ve eliminated our telemarketing department and now work with one U.S. and one Canadian distribution company, an approach that will be expanded. We feel we can better serve our salon clients this way.” Biddiscombe International’s headquarters occupies an 8,500 square-foot manufacturing and office facility in St. Petersburg, FL. Nearly two years ago, Melville made a major investment in his business by building a new product research and development laboratory.
To Endure & Overcome
In 2006, Biddiscombe International ran into a difficult spot due to the burden of large acquisition debt combined with an industry under pressure, and declared Chapter 11 bankruptcy. How the company pulled together as a team, worked hard and came through the reorganization is a story of determination and inspiration. “After we purchased Biddiscombe, I discovered that a multitude of things needed to be done to improve company performance, so I approached the bank and asked them to work with us on it,” Melville explained. “Not only did they refuse, they even threatened to cease and sell the company! My wife Linda and I did a lot of soul searching, and in the end, we decided Biddiscombe was worth saving and we would do everything we could to get back on track.”
John Melville is proud to say that as of April 2, 2007, Biddiscombe International is free from bankruptcy. “It couldn’t have been done without the hard work of the entire company, and I’m very thankful that everyone pitched in to help out during those trying times,” he commented. “I’m thankful for everyone’s help, especially our Office Manager, Rachael Birk. There is an immense amount of detailed paperwork that comes with Chapter 11. After working with me on the reporting for just a few days, Rachael learned how to complete this paperwork herself, which took a huge burden from my shoulders and freed me up to handle other things.” While the team at Biddiscombe might’ve made surviving Chapter 11 look easy, Melville reports that it was a stressful process, and one that he’d just as soon not repeat.
What a Line-Up!
Biddiscombe has a history of producing top-quality indoor tanning products, and Melville has every intention of continuing in that tradition. During his first two years of owning and operating the company, Biddiscombe released its successful Deep Hawaii lotion line and its Revelation sunless solution products, all while having to overcome a steep learning curve for the indoor tanning industry. Today, the company offers two indoor tanning lines – Stylz, which includes 13 individual products, and Deep Hawaii, which has seven. In the tingle lotion category is Cozumel Island Sizzle in the Deep Hawaii line. “As tingle products go, this is some of the hottest around, and tanners love it!” Melville exclaimed. “They also love our Deep Hawaii Lava Java, which is a bronzing lotion with many natural ingredients including high-quality oils and butters.”
Another area in which Biddiscombe has distinguished itself is the development and production of sunless tanning solution. Take, for example, its two latest sunless aerosol products – Stylz Passport and Stylz Toned. “We spent a lot of time formulating these products in order to overcome some of the common problems associated with aerosol DHA sprays, and we’re very proud of both of them,” Melville explained. “We believe we’ve come up with two great touch-up products that salon pros can sell to both their UV and sunless tanners. Plus our recently released Legacy spray solution is developing a strong following.” In addition to its popular tanning and sunless products, Biddiscombe also remains committed to its private label salon clients.
Blue Skies Ahead
Since John Melville purchased the company and guided it through reorganization, he and the rest of the Biddiscombe International staff now have their eyes on the future. Tom Conde, Jim Morris and Warren McAllister remained incredibly diligent and loyal through the re-org and kept Biddiscombe’s product development and manufacturing capabilities intact. The team is now getting help from recent additions Marian Schneider, John Shaughnessy and Julene Slusher. With everything and everyone back on track, Biddiscombe once again directs its focus on new product development. “In addition to many new and exciting tanning lotions, we plan to renew our commitment to producing superior DHA sunless tanning solution for use in spray booths and hand-held units,” Melville stated. “As more tanning salon owners are diversifying their retail offerings, we also plan to delve more into designing and creating various spa and skincare products, including re-establishing the Claire Biddiscombe skincare name. We’re very excited about all the things we have planned for the 2008 season, and we know that tanning salon pros will be, too!”
Salon pros can expect to see Biddiscombe International become more “green” in the future. Inspired by companies such as Aveda and Burt’s Bees, Melville plans to make more of the company’s formulations with all-natural, hypoallergenic ingredients, as well as more environmentally-friendly packaging options. “This has always been a goal of mine – I guess it’s because I was a Flower Child in the late 1960s,” he laughed.
In just a few short years, Biddiscombe International has experienced a lot – some good, some bad – and the company has not only managed to survive, but has done so in extraordinary fashion. And, it continues to produce innovative tanning and sunless products along the way! This is not due to the efforts of one man, but the combined endeavors of a team that is enthusiastic and committed to making Biddiscombe International the best that it can be!
