Three Luxury Fragrance Salons Opened Their First Stores in China
December 20,2021
Over the past months, three high-end fragrance and perfume salons, Creed, L'Artisan Parfumeur and Juliette has a Gun, swiftly established their first stores in China.
They’ve also all entered the Chinese market in the beginning of 2021 through Tmall, an e-commerce platform. From November to December of 2021, their first brick-and-mortar boutiques popped up in China, with L'Artisan Parfumeur setting up two in a row within one month. Shanghai IFC and Nanjing Deji Plaza are two of the preferred shopping malls for high-end fragrance salons to open their scented doors.
Euromonitor International issued a market research on the fragrances industry, and it illustrated that by 2023, China’s market size was estimated to reach 12 billion yuan; the high-end perfume market had been growing rapidly, with its sales far exceeding other counterparts in the past decade.
This article will shed light on the three salons’ first stores in China by focusing on price range, time and approach of market entrance and store location.
Creed
- Founded in: 1760
- Price range: 1,310 to 7,910 yuan
- Store location: Shanghai IFC
- Company background: Controlled by Black Rock Long Term Private Capital, an American private equity fund
Since its acquisition by Black Rock Long Term Private Capital in partnership with Javier Ferrán, Chairman of Diageo, the world’s largest producer of spirits in 2020, the British fragrance house Creed has begun its expansion in the global market.
In the beginning of 2021, it officially entered China by launching its Tmall flagship store online. On November 30th 2021, Creed opened the first physical store at Shanghai IFC in mainland China. Currently the online store has 43,000 followers.
Creed honors its legacy “From Father to Son Since 1760” by exhibiting brand DNA that has been passed down “seven generations” in a prominent designated place of the store. When designing the store, they set up a display zone to showcase brand history (per the picture below). Creed is founded by James Creed in London, Britain in 1760. Empress Eugenie, the wife of Emperor Napoleon III, arranged to move its headquarters to Paris in 1854.
Olivier Creed, sixth generation and Erwin Creed, seventh generation are master perfumers still in charge of making fragrances for the family brand. The renowned “Aventus” is created by Olivier Creed to celebrate the 250th anniversary of the founding of Creed.
There is a 500 ml flacon on display at the boutique. According to the staff, the largest size, a 1,000 ml version will arrive at the store later. Unusual sizes of fragrance like these are preferred as limited editions for collectors.
It is said that during the first few days after its opening, many customers purchased over 10,000 yuan of products from the store.
According to professionals, Creed’s total sales in 2020 exceeded 200 million dollars with its principal bussiness, men’s fragrance, making up 70% of the total. Meanwhile, Creed is making an effort to increase the sales proportion of its women’s fragrances.
L'Artisan Parfumeur
- Founded in: 1976
- Price range: 1,250 to 1,950 yuan
- Store location: Shanghai IFC
- Company background: Owned by PUIG
French artisan fragrance house L'Artisan Parfumeur established its first store in China at Shanghai IFC on November 19th and opened another at Nanjing Deji Plaza in Jiangsu Province on the 30th of the same month.
Founded by French chemist and botanist Jean Laporte in 1976, which sets the style of botanical museum for the L'Artisan Parfumeur’s store design.
According to the staff, four collections are displayed here, including high-end “La Botanique,” popular “La Collection,” “Les Paysages” that pays homage to specific French landmarks and men’s perfume “Les Colognes.” The store also provides home fragrances and bath & body products.
Six eaux de parfum featured in the “La Botanique” collection created by perfumer Daphné Bugey are sold at 1,950 yuan each. Bugey’s known for iconic fragrances like Le Labo Rose 31 and Issey Miyake A Scent by Issey Miyake.
Amber boule has been a top-selling product since its creation in 1977 and it is also available in L'Artisan Parfumeur’s first store in China.
L'Artisan Parfumeur launched its Tmall flagship store this August and its total sales reached over 1 million yuan within the first ten days of its opening. The online store enjoys 55,000 followers now.
The brand was purchased by PUIG in 2015. PUIG announced its plan to accelerate its expansion in China not long ago.
Juliette has a Gun
- Founded in: 2005
- Price range: 780 to 1,100 yuan
- Store location: Nanjing Deji Plaza
- Company background: Invested and run by Ushopal, a Chinese group specializing in beauty products
Juliette has a Gun established its first physical store in mainland China at Nanjing Deji Plaza in December.
As early as 2019, Juliette has a Gun made its debut in the Bonnie and Clyde flagship store located in Raffles City Changning, Shanghai, a cross-border e-commerce platform owned by Ushopal.
In September 2020, Juliette Has A Gun set up its Tmall flagship store and officially made its appearance in the Chinese market. The store currently has 130,000 followers.
Juliette Has A Gun initiated its first-ever public financing in January 2021 and welcomed Cathay Capital and its subsidiary company Ushopal that specializes in new luxury beauty products as its shareholders/investors to further enhance its market presence in China.
Juliette Has A Gun is founded in 2005 by Romano Ricci, great grandson of Nina Ricci, a French fashion designer of Italian descent. One of the most classic perfumes in the history of France is Nina Ricci L'Air du Temps by the legendary designer Nina Ricci. It has been the best-selling product ever since it’s been around in 1946.
Juliette Has A Gun’s 50 ml and 100ml eaux de parfumare are sold at 780 and 1,010 yuan, respectively.
Major markets of Juliette Has A Gun entails America, Europe, Middle East and so on. It offers its product through official website and over 2,000 stores across 42 countries.
Francis Kurkdjian, credited as a “Perfume Genius”, is the nose behind many scents of Juliette Has A Gun. He was appointed as Dior’s Perfume Creation Director this year.
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