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27 Mar

Parfums de Marly Owner Is Open to Investors –

PARIS — Parfums de Marly, the fragrance house nodding to 18th-century France, registered a 51 percent rise in retail sales in 2022 to $280 million.

Julien Sausset, chief executive officer of Parfums de Marly and Initio Parfums Privés, the 2 fragrance brands under Sprecher Berrier Group of Corporations, said the expansion was driven by some “latest milestones within the U.S., Asia, and latest boutiques opening.”

Of Parfums de Marly, which is sold in 1,400 points of sale worldwide, Sausset said: “We’ve been the fastest-moving [niche perfume] brand in U.S. department shops in 2022, with 73 percent growth.”

The Americas’ business generated half of Parfums de Marly’s total sales and grew 50 percent versus 2021. The brand’s activity was also bolstered by the performance in Asia, where sales rose 60 percent.

Retail-wise, the perfume label’s Paris flagship on Rue Cambon is being moved to Rue Saint-Honoré, and the most important boutique for Parfums de Marly — a worldwide flagship of 1,940 square feet — is slated to open in Beverly Hills, in April, amongst other debuts. These will include a store in Shanghai by the top of the 12 months.

A boutique was just signed in Sydney and a branded store opened in London’s Covent Garden last December.

Parfums de Marly recently got here out with a four-year marketing strategy, which should take the brand to just about $300 million in sales by its fiscal 12 months ending in March 2027.

“We have now very big plans for the brand, still aiming at [overall niche] leadership with Marly,” Sausset said. “It’s a really intense moment for the brand at every level.”

Parfums de Marly is recruiting latest employees and expects to open an office in Asia, probably in Hong Kong, by year-end.

“To sustain this growth, now we have been talking to investors,” Sausset said. “But now we have no pressure. We’re in search of the appropriate partner to accompany Julien’s vision.”

He was referring to Julien Sprecher, who plans to stay answerable for SBGC and the brands it runs, even when the group is backed by other investors.

“There isn’t any emergency in any respect,” echoed Sprecher, regarding the seek for funding for his group. “Our vision is to stay agile, having a brief chain of command. We aim to turn into the first-[ranking] area of interest brand. Leadership is clearly in our goal.”

In 2009, Sprecher began the Parfums de Marly label inspired by Louis XV, his passion for horses and the Marly castle dedicated to horses’ well-being. Sprecher serves as SBGC chairman and artistic director, and conceives the entire group’s perfumes.

Parfums de Marly’s bestseller is Delina, a franchise launched in 2017 that’s been expanded with various scents, most recently one called Valaya.

Valaya from Parfums de Marly

Two months following its launch, that fragrance has turn into Parfums de Marly’s third topseller. Within the U.K., Valya is now the brand’s number-one scent, generating 21 percent of Parfums de Marly’s sales within the country.

Parfums de Marly recently launched a campaign in China with an actor-influencer named Theo Zhu. That spot garnered 7 million views in its first two days, based on Sprecher.

“We’re the worldwide leader of feminine area of interest fragrances,” the manager continued. “The brand equity and the brand awareness are the priority for us in the approaching two to 3 years.”

Involved with this shall be pop-ups and doubling investment on digital-media strategy.

Initio, a unisex brand, was launched in 2015, exclusive to Bergdorf Goodman within the U.S.

Initio’s first flagship was inaugurated on Paris’ Rue Saint-Honoré in May 2022, with a design conceived across the concept of a speakeasy. The brand is now sold in 900 doors and last 12 months generated retail sale of $86 million.

“We’re in search of a boutique [for Initio] in London, in Latest York [and] doing things step-by-step,” Sausset said.

Initio this 12 months launched a scent called Paragon, which was introduced within the U.S. exclusively at Neiman Marcus and is being rolled out elsewhere.

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