12/5/2023 0 Comments Launchpad For Fashion Dreamers wwd![]() John Molloy told WWD the brand will enter about 45 doors throughout the year, including the newly renovated beauty floor at Saks Fifth Avenue’ flagship door in April. The line launched in Harrods last June with 11 fragrances, and is in the midst of rolling out internationally. That same month will also see the global launch of two new scents: Viper Green, an eau de parfum inspired by “vegetal poison,” and Noctorama, which contains Film Noir references from the Eighties.įloraïku, brainchild of Memo Paris founders Clara and John Molloy, puts Japanese culture and haikus front and center (and printed on every bottle), inclusive of a traditional Japanese tea ceremony to get consumers acquainted with the brand. Verdier revealed that this highly personalized experience will launch at Saks Fifth Avenue’ flagship store in April, one of only a handful of doors in the world to be outfitted with this machine, as well as an exclusive scent created specifically for the retailer. ![]() An outlier in the niche space that opted to open a freestanding store upon its launch on Rue Saint-Honoré, the brand continues to source rare - read: expensive - ingredients in the creation of its fragrances, as well as offer the in-store creation of semi-bespoke scents via a proprietary technology and Osmologue machine. I believe that the existing concentration of our perfumes are the right one to express the complex amount of ingredients, so the alternative was to imagine a new range with a different concept and formula that could be more transparent, lighter and wearable in a different way,” he said, noting that the collection of six scents, $120 each, is limited to 10 to 15 ingredients from medicinal plants.īenoît Verdier, one of three cofounders of Paris-based Ex Nihilo, emphasized the slow and measured approach the four-year-old brand has taken to its distribution strategy. “I wanted to create a lighter way of using our perfumes, but I didn’t want to do a diluted version of our actual collection. In the spring, a new range of perfumes, “Tonicos Botanics” will bow, which are formulated exclusively from plants grown at Fueguia 1833’s botany center in the town of Manantiales in Uruguay. (The original door in Milan closed temporarily to move locations and is gearing up to reopen.) Bedel said there are plans to open an additional six throughout the year, including second doors in Tokyo and New York, where he is eyeing the Upper East Side.īeyond his direct-to-consumer business model, Bedel maintains exclusivity through the creation of limited batches of scents, where every bottle is numbered with the batch handwritten on the front, with no more than 400 bottles produced per batch. His fragrances are sold only on the brand’s web site and its five freestanding boutiques in New York’s SoHo neighborhood, Tokyo, Zurich, Buenos Aires and Milan. ![]() Julian Bedel, who founded Fueguia 1833 in Buenos Aires eight years ago, is maniacal about exclusivity. Livia Firth's Eco-Age Launching Advisory Division ![]()
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