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Parfums de Marly, inspired by the 18th century, which celebrates the apogee of French elegance, has been able to position itself since its creation on the world market of high perfumery, by seducing the American, Brazilian and Middle Eastern markets. After its launch in South Africa and Morocco last February, the brand founded in 2009 by Julien Sprecher is now tackling the Chinese market.
Distributed in 80 countries around the world with flagship shops in Paris, London, New York and Dubai, the Parfums de Marly brand is now distributed in Morocco by the company B&SPA since February, and in China since recently.
In addition, the brand has established itself as one of the top five niche brands in American department stores. “130 million in retail sales, of which 50 million came from sales in the United States, our biggest market,” says CEO Julien Sausset.
The brand has also successfully established itself in the Middle East and in Brazil for the past two years. “Our fragrances are quite distinctive, very masculine or very feminine, which is what really appeals to Brazil. These are consumers who have a strong bias in their tastes, they are very sensitive to our classics,” he added.
Parfum de Marly sets course for Morocco and South Africa
“Morocco and South Africa are both opinion leaders in their respective parts of the African continent, which is why these launches are so important to us libido-de.com. We have been receiving numerous enquiries from Moroccan and South African customers for years. We are delighted to finally be able to serve a clientele that has been asking for Parfums de Marly and more generally for a more signature perfume than is currently available on the continent,” Julian Musette, Middle East & Africa manager for Parfums de Marly, told LTA.
The firm entered the African market in 2019, when it launched its first distribution point in Nigeria, where it is experiencing “exceptional growth despite the situation”, according to Julian Musette.
A growth that was present long before the pandemic crisis: “Travellers from Africa have loved and bought Marly for a long time mehr infos hier. We have seen this in the Dubai Duty Free where we have a strong presence,” he explains.
Parfums de Marly officially launched its brand in Morocco on 28 March at the luxurious Selman Hotel. It will be distributed in the country by the company B&SPA.
“In Marrakech, we will position ourselves mainly in luxury hotels and are preparing our launch in Tangiers,” says Thibaut Desbazeille, who presided over the launch ceremony, adding that the distributor will ensure delivery throughout the kingdom.
Parfums de Marly is now looking to Kenya and Angola for the period 2021-2022. According to the management, Angolan businessmen are big consumers of the brand, especially those who regularly travel to Portugal.
“The craze for niche perfumery is very strong in Africa and we now consider this market to be one of the most promising, both for men and women,” says Julien Musette.
Openings in China
The CEO also announced that two shops would be opened in Shanghai and Beijing, which should be followed by another 20 outlets in the next 12 months.
“Things are changing a lot in China, especially among 25/35 year olds. There is a very strong evolution in tastes. The adage that you have to launch fresh juices there is less and less true, young people are starting to change their habits and are interested in the niche and in more assertive flavours. There is a real culture of perfumery that is arriving”.
Like many other brands, the French market is not the most dynamic. “I think that this perfumery will develop in France but the French are not very curious about audacious perfumes. They are still quite traditional compared to new markets where this new luxury dynamic is more present”, says Julien Sausset.
French elegance at the heart of the Parfums de Marly identity
Parfums de Marly is a French perfumery house that offers a repertoire of exclusive olfactory creations, with a range of perfumes for men, mixed, to be shared, and a women’s line including the best-selling Delina with rose/rhubarb notes, which has since been declined in several variants including the latest Delina La Rosée.
“Parfums De Marly’s creation expresses a refined and contemporary lifestyle, but in accordance with the codes and heritage of the French royal court in the 18th century. Each essence has a personal olfactory experience, which leaves a trace of French elegance”, the website states.
Roses, flowers, fruits and exotic essences are present, notably vanilla, orange blossom, heliotrope and guaiac wood which are Julien Sprecher’s favourite ingredients.
The brand Les Parfums de Marly is one of the pioneers in the niche perfumery sector. In a market that favours unisex fragrances, the designer has chosen to create clearly identified masculine and feminine lines. “Although we have some unisex references, Julien Sprecher really believes in the added value of a gendered collection. It allows us to explore many more olfactory notes. To go much further,” says Julien Sausset.
Lire aussi > WHY GRASSE REMAINS THE CRADLE OF LUXURY PERFUMERY
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Parfums de Marly, inspired by the 18th century, which celebrates the apogee of French elegance, has been able to position itself since its creation on the world market of high perfumery, by seducing the American, Brazilian and Middle Eastern markets. After its launch in South Africa and Morocco last February, the brand founded in 2009 by Julien Sprecher is now tackling the Chinese market.
Distributed in 80 countries around the world with flagship shops in Paris, London, New York and Dubai, the Parfums de Marly brand is now distributed in Morocco by the company B&SPA since February, and in China since recently.
In addition, the brand has established itself as one of the top five niche brands in American department stores. “130 million in retail sales, of which 50 million came from sales in the United States, our biggest market,” says CEO Julien Sausset.
The brand has also successfully established itself in the Middle East and in Brazil for the past two years. “Our fragrances are quite distinctive, very masculine or very feminine, which is what really appeals to Brazil. These are consumers who have a strong bias in their tastes, they are very sensitive to our classics,” he added.
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Parfums de Marly, inspired by the 18th century, which celebrates the apogee of French elegance, has been able to position itself since its creation on the world market of high perfumery, by seducing the American, Brazilian and Middle Eastern markets. After its launch in South Africa and Morocco last February, the brand founded in 2009 by Julien Sprecher is now tackling the Chinese market.
Distributed in 80 countries around the world with flagship shops in Paris, London, New York and Dubai, the Parfums de Marly brand is now distributed in Morocco by the company B&SPA since February, and in China since recently.
In addition, the brand has established itself as one of the top five niche brands in American department stores. “130 million in retail sales, of which 50 million came from sales in the United States, our biggest market,” says CEO Julien Sausset.
The brand has also successfully established itself in the Middle East and in Brazil for the past two years farmbrazil.com.br. “Our fragrances are quite distinctive, very masculine or very feminine, which is what really appeals to Brazil. These are consumers who have a strong bias in their tastes, they are very sensitive to our classics,” he added.
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