[Soft music]
[Eric Bilenko, President, Tru Fragrance]
>>>Eric: I'm Eric Bilenko, Tru Fragrance. I'm the President.
[Photos of Tru Fragrance logo, framed newspaper article, shots of perfume products on shelves]
Over the 14-year period of time we have really grown the business, really establishing ourselves as a go-to player in creating private label programs.
[Video goes back to Eric sitting facing camera]
We wanted to create something that the brand could stand on its own, and really hit the demographic of that consumer base for that retailer with the needs of the consumer.
[Kathleen Caffrey, Associate Managing Director, Commercial Banking]
[Jim Rolfe, Managing Director & Market Lead, Middle Market Banking]
[Video goes to Jim and Kathleen sitting in chairs in conference room environment]
>>>Jim: We first met Tru Fragrance in August 2021 as they were looking at a potential acquisition.
>>>Eric: That was really what kind of kicked off the formal relationship with Jim Rolfe and Kathleen and CIBC. We had realized that our current banking relationship was not growing with us, and we were in need of a new partner.
[Wider video shot of Eric on stool]
>>>Jim: I think they valued our feedback.
[Video pans wider to show Kathleen and Jim sitting at conference table]
>>>Kathleen: We asked for an opportunity to meet with the client, to get to know them and invest some time getting to know their business better.
[Video goes to Kathleen and client Eric having a conversation in client’s office work space]
[Video goes to client Eric facing Kathleen]
>>>Eric: That was one of the first things they were talking about, It was not just about the deal today; it was about the deal tomorrow.
[Video goes back to Kathleen and client Eric engaging in conversation]
Having those conversations up front so that there is some alignment around expectations around potential needs, that really got us comfortable with, you know, the thinking that CIBC had with it.
[Video goes back to Jim and Kathleen sitting at the conference room table]
>>>Jim: As they continue to grow, we want to continue to support them and provide that feedback.
[Video shows Tru Fragrance products on assembly line getting packaged up and ready to be shipped out]
[Video shows boxes of Tru Fragrance products]
>>>Eric: The approach that CIBC has taken with us from day one was the wanting to understand our business, helping us understand their business so that we can ultimately create solutions together that work for both of us.
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