No more off-beat Neo-Baroque atmosphere or allusions to the reign of King Louis XV! The niche perfume brand founded in 2009 by Julien Sprecher has redesigned their retail concept for a more classic, Haussmanian-inspired decoration created by designer Hubert de Malherbe. References to King Louis XV and his passion for horses will not disappear though – they will only get more sober.
“We are creating a brand identity that is less marked and more accessible,” emphasizes Julien Sausset, CEO of Parfums de Marly.
First, the new concept will be deployed in the brand’s future shop-in-shop (15m2) in Printemps Haussmann’s brand new Scent Room in Paris (opening planned on July 17, 2017), and then in the new 42m2 store to be inaugurated in Dubai, United Arab Emirates, in February 2018, in the Dubai Mall Luxury extension.
“The fact that we are entering the world’s largest concept store dedicated to the beauty experience is a step further in our development and visibility,” explains Julien Sausset about the brand’s entering the new Printemps Haussmann beauty section. In France, the brand already has a wholly-owned store in Paris, on Cambon Street, and it is also available in Cannes, at Taizo’s, and in Paris 8 Monaco high perfumery section.
On the global level, Parfums de Marly is available in 48 countries and about 450 points of sale: at Harrods’ and Selfridges’ in London, in the United States, with a wholly-owned store opened in January 2016 in New York’s Meatpacking District, and at Bloomingdale’s, but also at Nordstrom’s in about fifty points of sale, and in Asia, in specialized multi-brand shops in Singapore, Hong Kong, and Taiwan.
To widen the audience, the brand will also develop the women’s offering. So far, Parfums de Marly offered a 22-juice collection (16 for men, 6 for women), and achieved over 60% of their sales with men’s/mixed perfumes. The brand has just launched a 23rd fragrance for women, Delina, with a floral note dominated by Turkish rose, but also lily of the valley and peony scents. “It had a dazzling success from the very beginning, as 80 items were marketed in the first weekend at Selfridges’ in London, and as many at Beymen’s in Istanbul, over the same period,” Julien Sausset rejoices.
As sales have risen by 48% in Europe and more than 60% in the United States over the past twelve months, Parfums de Marly aims to keep expanding at the same pace to reach the Top 10 of niche perfume brands. Among others, they will focus on developing sales in Asia and reinforcing their digital presence with a new website and e-shop. Lastly, the current offering of perfumes and candles will be completed with a bath range to be launched during the first semester 2018.
