In the wake of the acquisition of several retail outlets in France - then gathered under the April umbrella name - and of the HC Parfümerie chain in Germany in 2016, France’s Groupe Bogart is carrying on its vertical integration strategy with an agreement to acquire 100% of the stake of Distriplus Group, the second largest perfume and cosmetics retailer in Belgium, which operates 200 sales outlets under the brands Planet Parfum and Di.
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With this acquisition, which is subject to several condition precedents, Groupe Bogart will have its business multiplied by 2.5 to top 300 million euros and will operate a network of 357 stores spread over four countries (France, Israel, Germany and Belgium).
Distriplus is a leading retailer of perfumes and cosmetics in Belgium and in Luxembourg. The group operates across the entire Belgian territory under two complementary brands: Planet Perfume, in the prestige channel (81 points of sale and a market share estimated at 30% of the Belgian prestige market), and Di, which is the leading Belgian retailer for make-up products, with a network of 119 points of sale. Distriplus also has its own logistics platform. The company employs 1,064 people for a turnover of 192 million euros in 2017.
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Initially specialized in the creation and manufacture of perfumes (Jacques Bogart, Ted Lapidus, Carven and Chevignon) and luxury cosmetics (Méthode Jeanne Piaubert, Stendhal and April Cosmetics), Groupe Bogart engaged in a vertical integration strategy a few years ago, with the aim to control the entire value chain from production to distribution and to significantly accelerate the distribution of its own brands in its retail network.