Futura Medical has terminated its US partnership with Haleon and replaced it with Market Performance Group, an omnichannel commerce agency, as it takes greater control of the Eroxon brand’s commercial future in its most important market.
US sales following the October 2024 launchwere slower than hoped, and Haleon’s strategic appetite for the product had waned creating a situation where it makes sense to part ways.
Futura receives a $1.9 million early termination fee and gets back full US commercial rights, plus all marketing assets and domain names developed by Haleon. Finished product caught up in a recent stockout will also transfer to Futura
MPG takes commercial control from 1 September 2026. Under the new structure, MPG handles distribution and promotion on a commission basis while Futura retains manufacturing responsibility and control over advertising spend. This is a notably better arrangement than the previous out-licensing model with Haleon.
The deal helps a tight cash position. The termination fee alongside existing reserves is expected to fund the business into October 2026.
The broader strategic shift is from a licence-and-step-back model to one where Futura stays actively involved in commercial direction, giving it more control and more upside if US momentum can be rebuilt under MPG.
Investors cheered the deal and shares rose 5% on Monday.