This Monday, the French luxury goods group replica Louis Vuitton bagsMH announced the purchase of a French independent fragrance brand, called Maison Francis Kurkdijan.
This is a brand from a world class fragrance guru Francis Kurkdijan, founded in 2009, its products in addition to perfume and fragrance, bath bubbles, detergent and other categories of textiles.
It is reported that since its inception, the brand's sales are growing at a rate of two digits per year. In 2015, its sales reached $25 million, up by about 40% from 2014. The so-called small perfume brand, its production is often limited, high sales actually means the high price, while the average selling price of Maison Francis Kurkdijan /70 ml perfume is 1200 euros, about 9000 yuan.
replica Louis Vuitton bagsMH group commitment, after the completion of the acquisition, will help the brand to expand production scale, accelerate the pace of expansion of the international market. In its 8 years of operation alone, the brand in Paris, China, Taiwan, Malaysia, Dubai, with a total of 8 places outside the store, but also has more than and 500 sales points in more than and 40 countries.
The specific amount of the transaction is not known, it is not cheap to come.
However, has Dior, Guerlain, Givenchy, Kenzo, Parma water and many other star perfume brand replica Louis Vuitton onlineMH why should the acquisition of such a family is not familiar to consumers the brand of perfume?
In short, there are three points:
1, perfume is still a high profit category
2, the global perfume market steady rise
3, commercial perfume is no longer popular
Perfume, in the luxury of the product line has been a very unique position, especially in recent years, clothing, shoes, bags category sales performance is weak, perfume business often becomes a rare bright spot in earnings. The reason there are two points: first, sell perfume for breaking profits is considerable; second, a single product price than the clothing category to the "democratization" much, some users can help brands touch the core products cannot reach, in order to expand the target audience. And from the London Future Market Insights report shows that by the end of 2017, the global perfume market will reach $39 billion 600 million in size, from 2016 to 2026, will maintain an average annual growth of 5.9%.
Obviously, such a rich and delicious big cake, there is no reason not to sell giants. It is not difficult to understand replica Louis Vuitton online in the absence of the perfume market after 90 years, and last year launched a new product.
However, still need to pay attention, such as replica Dior online, Givenchy, Kenzo, Guerlain these big's perfume is not so popular. Now consumers, especially young consumers, seems to be more favored is the name you can not read...
Honestly, now Zumaron has become the "street Xiang" trend, then say "niche" is a bit more appropriate The name falls short of the reality., as Sharon shannon.
This concept is established by the Oscar FiFi prize organizers "Perfume Fragrance Foundation", to the more known to the public, to distinguish commercial perfumes such as Dior, replica chanel online, Hermes, etc..
According to the public number of perfume era, the article describes, in general, salon perfume materials to be better than commercial perfume, the price will be more expensive. In product innovation, which are not controlled by the market due to a more Flavourists will follow, so the scent is more personalized, more interesting and unique. Salon perfume does not require a huge amount of sales, such as brand perfume, usually sold in a small number of stores, or only through the network sales, a lot of perfume production is not large, there is a limited edition feeling. In addition, in the bottle design tends to a single, most of the use of a unified perfume bottles, and not as a commercial perfume, as each perfume has a bottle. Most of the salon perfume is focused on perfume, unlike Chanel and other brands, perfume is only part of their business.
Salon perfume brand with a unique focus on the scratch against the "thousands of people blindly" young consumers.
In fact, they not only don't want to smell like a lot of people, or even smell it every day. Eleanor, an analyst at Dwyer, a consulting firm, said, "a lot of people have never heard of Frederic Malle, Le Labo and By Kilian, but that's why it's so cool. Because this is not the same as you smell the street incense every day. For consumers, the discovery of these small perfume like the discovery of the new world, someone found them, like, and then will buy and use. "
Obviously, the industry giants have observed this point. Therefore, in recent years have begun to sell these salon perfume brand olive branch.
Shiseido acquired Serge Lutens
December 2015, the Japanese beauty giant Shiseido (Shiseido) announced the acquisition of the French high-end niche perfume brand Serge Lutens. The brand was founded in 2000 by producers, stylists, photographers and fashion designers Serge Lutens. Serge Lutens perfume to Oriental incense, woody more thick fragrance, the price is not Maison Francis Kurkdijan is so exaggerated, one thousand yuan 50ml.
Estee Lauder Group
Editions de Parfums Fr D ric Malle
In November 2014, Estee Lauder announced the acquisition of Editions de Parfums Fr D ric Malle. The brand was founded in 2000 by Fr D ric Malle. Malle allows each artist coveted fragrance fragrance, the fragrance fragrance formula are not generally adopted industry. A lot of perfume, can be arbitrary, express thoughts, without making any economic or claw market promotion, is a golden opportunity.
Data show that in 2015, Editions de Parfums Fr D ric Malle perfume wholesale sales of about $16 million or more.
Le Labo
Founded by Fabrice Penot and Eddie Roschi in 2006 Le Labo, also acquired by Estee Lauder in 2014. Unlike the brand mentioned above, this is a high-end niche brand from New York.
By Kilian
In February 2016, American Beauty giant Estee Lauder Group acquired By Kilian, the latter is a company founded by perfumer Kilian Hennessy in France in the 2007 high-end perfume brand, the size of the market in the LVMH Maison Francis Kurkdijan standard. Industry estimates the purchase price or $80 million.
Giant's acquisition boom has not dispersed, you can imagine is that the next period of time, will continue to have the news come out, which luxury group also bought a brand you never heard of perfume. Giants fight hand to speed up the time to fight. There are articles of the article, the next wave of hot topics should be Creed, Memo Pairs and Juliette a Gun these three brands, do you think?
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