French luxury perfumery brand Parfums de Marly is embarking on a store makeover, with its boutiques set to receive a fresh new interior starting this spring. The renowned interior designer and retail specialist, Hubert de Malherbe and his agency Malherbe Paris, will be responsible for creating the brand new look. This agency is well-known for their exceptional work on the beauty section of the prestigious Parisian department store, La Samaritaine. The boutique in Dubai will be the first to unveil the revamped interior concept, followed by the boutiques in Paris, Riyadh, New York, and a new store opening soon in another European capital. The updated design will move away from the previous opulent Parisian style and embrace a more minimalist approach.
This renovation is taking place at an opportune time for Parfums de Marly, which experienced a significant growth in revenue, closing 2021 with a staggering €177 million, compared to the previous year’s €130 million. The success of this luxury brand can be attributed to various factors, one of which is the strong growth of the niche perfumery sector in which it operates. This segment enjoys an annual growth rate between 8% and 10%, and accounts for almost 15% of the global perfumery market. Discerning consumers of high-end brands are increasingly drawn to niche, ultra-luxury perfumes, which has undoubtedly contributed to Parfums de Marly’s remarkable growth.
Julien Sausset, the CEO of Parfums de Marly, attributes the brand’s success to its ability to capture market share from prestigious women’s perfume brands. What sets this niche brand apart is its focus on gender-specific approaches to fragrance. Their women’s fragrance collection, Delina, featuring Turkish rose as a central note, constitutes a substantial 40% of the brand’s total revenue.
The US market has also played a significant role in catapulting Parfums de Marly to success. In 2018, the US accounted for 35% of the brand’s revenue, a percentage that has now reached an impressive 50%. The brand’s perfumes consistently rank among the top five in department store sales in the country.
In addition to their current markets, Parfums de Marly has set its sights on China. The rapidly growing interest in fragrances among Chinese consumers, especially the Gen Z demographic, presents a promising opportunity. A year and a half ago, the brand entered the Chinese market and currently operates six concession stores in department stores. This expansion into China marks the beginning of an exciting new olfactory adventure for Parfums de Marly. With their upcoming store revamp and strategic plans for expansion, particularly in China, the brand is well-positioned for continued success in the niche perfume market.
For more information, please visit:
1. https://www.parfums-de-marly.com/
2. https://www.lasamaritaine.com/en
